This is for the steppers. Strictly for the steppers.
May 16, 20145 min read
Chipotle Cup Stories: Beyonce & Solange
Appearing soon on a Chipotle beverage cup: the story of two sisters repairing their relationship over a sofritas bowl.
Beyoncé slid into the limousine after Solange. The bodyguard slammed the door shut, banged on the roof, and the car pulled smoothly out into traffic, away from the Met Gala ball.
Jay could find his own damn way home.
The two sisters sat in the back of the car in icy silence as the city lights floated away behind them. They could hear the radio soft and low in the front seat, the driver listening to Drake.
Beyoncé reached over and pushed the button that slid the partition up, blocking them off from the driver.
Knowing they were thinking the same thing, Beyoncé looked over at her sister and made a weird face. Even despite the adrenaline and waves of anger coursing through her veins, Solange couldn’t help but stifle a laugh. That damn line. Every single time. They could not ride in a limo without laughing about it now. But the moment quickly passed and her outrage returned.
“You just stood there. I was defending you.”
“Do I need defending?”
“That’s not the point. He is a monster.”
“He is my husband.”
Beyoncé looked away, out the window at the people and the buildings, as they sped across 59th St. “I know who I married. That was my decision and I’ll live with it.”
“Of course you take his side.”
“Excuse me?” Beyoncé turned to face her sister. “Beyoncé is on Beyoncé’s side. Always. Trust that.”
Solange said nothing. Now it was her turn to look away.
They rode for a few more minutes in silence, across the bridge. Solange’s negative energy radiated through the car.
“Look,” Beyoncé said, gently. “I love you and I appreciate you. I know what you were trying to do. I appreciate that you were trying to defend me. I’m not mad at you for tearing into him.”
“Oh you’re not mad?”
“—Let me finish, Solange. I’m not mad at you for tearing into him. I am mad at you for not sticking to the plan.”
The words were a heavy blanket on Solange’s mood.
They passed the next few blocks in silence. Just the wheels and the muffled sounds of the city around them.
After a few minutes Beyoncé pressed the intercom button.
“Are we near a Chipotle?” she asked.
“At all times, my queen,” came the reply.
“Leggo,” she said, sitting back in the seat.
Solange was staring at her.
“What,” Beyoncé said. I’m hungry. You’re not hungry?”
“No I am not hungry.”
“We have to get all dressed up and they ain’t even pass around hor d’oeuvres? Fuck those people, I can eat.”
“I just want to go home,” Solange said. “I just want this night to be over.”
“Well you can watch me eat and be sad you don’t have any. Then we can go home.”
They arrived at the nearest Chipotle 20 minutes before closing time. It was quiet in the restaurant, the lights low and glinting off the immaculately shiny steel tables. The few other patrons in the restaurant were too busy enjoying their meals to even notice the famous sisters’ entrance.
Solange sat at a table to wait while Beyoncé ordered a sofritas bowl for here with green, corn, lettuce, and guacamole. The Chipotle staff member helping Beyonce did not remind her that guacamole is extra, because everyone knows this, and Chipotle employees are kind and thoughtful people who understand that their customers don’t want to be reminded about pricing, they simply want to enjoy some delicious, locally-sourced and well-prepared food, in a relaxed and clean environment.
Beyoncé joined her sister and slid an Izze Sparkling Grapefruit soda over to her while opening her Sparkling Blackberry. She put her fork into her sofritas bowl and lifted up a perfect bite, equal parts lime rice, sofritas and guacamole. “Our team of women scientists say they’ve almost figured out the protein thing.”
Beyoncé and Solange, in conjunction with Nicki Minaj and Rihanna, had been planning for a while now on enslaving all men and forcing them to live in a remote penal colony. They’d been working on the various logistics as their busy schedules allowed, but it wasn’t until Chipotle revealed their new sofritas that the last piece of the puzzle finally fell into place.
Chipotle’s dedication to local farmers and organic meats notwithstanding, raising chickens and beef for meat requires a lot of water. 2,500 gallons of water to produce each pound of meat, in fact. It simply isn’t sustainable in the long term, given growing populations and global warming’s affect on the Earth’s supply of fresh water. But their new sofritas, a soy-based protein mixed with roasted poblanos and a secret blend of aromatic spices, represented a much more sustainable and Earth-friendly protein. You could feed the world while preserving the planet. Or, in Beyoncé’s case, maintain a low-cost prison facility for the few men who remained after a richly-deserved campaign of terror and slaughter.
“Whoa we’re not going to feed the men sofritas?” Solange asked, incredulous.
Beyoncé gave her a look. “Hell no. Subsistence-level protein only. No flavor. Only women deserve something this delicious.” She took a bite and savored it. “But the science is the same.”
Solange twisted the cap off her Izze and took a sip. “Can I have the Blackberry instead?”
Beyoncé took a quick sip before sliding it across the table to her sister.
“I’m sorry I got heated,” Solange said. “I saw him disrespecting you, and you just standing there and I thought I’d lost you. I thought, I don’t know. I thought you might still be in love with him.”
Beyoncé put down her fork and leaned over the table, staring intently at her sister. “What did I tell you. What did I tell you on the day he recorded his verse for ‘Drunk In Love’.”
“That it was terrible, that Jay was terrible, that Jay had to die, and that all men had to die, save Idris Elba and a few others who would be enslaved for breeding purposes.”
“Has that changed?” Beyoncé asked.
“Has that changed?”
“Are we sisters?”
“In the darkest night hour.”
Beyoncé nodded, satisfied, then pushed her sofritas bowl and an extra fork across the table. “Now shut up and help me eat some of this. I can’t believe the portions they give you here!”
Solange smiled, picked up her fork, and stabbed it deep into the heart of the sofritas bowl. She was suddenly ravenous.
Next Story — The Angry Birds Movie is Trump Propaganda
Currently Reading - The Angry Birds Movie is Trump Propaganda
This is for the steppers. Strictly for the steppers.
May 232 min read
The Angry Birds Movie is Trump Propaganda
When the trailer for the Angry Birds movie first appeared, people on the internet wondered if maybe it looked a little Trump Propaganda-y. A few articlesdismissed this as ~internet craziness~.
But that was all based solely on the trailer, and this weekend I saw the entire Angry Birds movie with my own horrified eyes, and the movie is legit 100% Trump Propaganda. Check it:
The protagonist is the only Angry Bird, the only one one willing to say what he really thinks. He does or says whatever he wants and doesn’t care about conforming to society. The movie takes place in a relatively calm, happy place (overly mommy-state & PC, the protagonist would suggest).
When the immigrants/pigs arrive from across the sea, he’s suspicious about their intentions before they even land. But of course he’s CORRECT and the uncultured immigrants, literally carrying bombs, proceed to ruin and destroy everything on Bird Island, and steal all of the bird children. Also note that Bird Island is very diverse, with birds of all different shapes and sizes, but the pigs are all only one color (green (read: brown)).
All of that would be like, OK, whatever, it’s just a dumb movie. BUT. The icing on the cake is: Bird Island USED to be protected by a heroic & brave BALD EAGLE, but he’s become lazy and complacent and ineffectual in his old age. The protagonist inspires him to BE GREAT AGAIN and help defeat the immigrants.
In the end the birds all thank the protagonist for being right all along. They are happily united in their anger and distrust of outsiders, and their island is better off for it, their children safer. The protagonist doesn’t even have an arc, he was simply correct all along; it’s society that has to change, not him. I didn’t actually see Ayn Rand’s name in the writing credits but maybe she contributed under a pseudonym.
Next Story — All your memes are belong to us
Currently Reading - All your memes are belong to us
Memes didn’t begin with the Web, but you’d be forgiven for thinking so. The evolutionary biologist Richard Dawkins coined the term in his 1976 book, “The Selfish Gene,” to describe something that already existed. A meme, from the Greek “mimeme” (to imitate) was “a unit of cultural transmission, or a unit of imitation.” This encompassed phenomena from Martin Luther’s “95 Theses” to the famous graffiti drawing “Kilroy Was Here,” which dates to the beginning of World War II.
But the Web has proved to be the most fertile ground, and the site Know Your Meme has confirmed more than 2,600 of them. Below, 25 definitive memes from the Web’s first 25 years.
 Dancing Baby
1996: Considered the granddaddy of Internet memes, the baby shuffling to Blue Swede’s “Hooked on a Feeling” filled inboxes and prime-time airwaves, appearing in several episodes of “Ally McBeal.” The file was originally included with early 3D software. LucasFilm developers modified it before it was widely shared, and it was finally compressed into one of the first GIFs.
 Hampster Dance
1998: Proving that GIFs were meant for stardom, a Canadian art student made a webpage with 392 hamster GIFs as a tribute to her pet rodent. The infectious soundtrack was a sped-up, looped version of “Whistle Stop” by Roger Miller.
 Peanut Butter Jelly Time
2001: A Flash animation featuring an 8-bit dancing banana, “Peanut Butter Jelly Time” became an Internet phenomenon in the early 2000s. The catchy song was written and performed by the Buckwheat Boyz, a rap group.
 All Your Base Are Belong to Us
2001: A meme that would echo across the gaming community for years to come, “All your base are belong to us” originated in a cut scene in the Japanese video game “Zero Wing.” The poorly translated quote has persisted as an Internet catchphrase.
 Star Wars Kid
2002: Arguably the first victim of large-scale cyberbullying, Ghyslain Raza unwillingly became a meme based on a video of him swinging a golf ball retriever as a weapon, reminiscent of Darth Maul in “Star Wars: The Phantom Menace.” It was an early sign that Internet privacy was not guaranteed for anyone.
2003: Before they became spokesthings for Quiznos, two singing Spongmonkeys catapulted to viral stardom after being featured in a newsletter for b3ta, an early link- and image-sharing site. Their opening line: “We like the moon.”
 Numa Numa
2004: The eyebrow lift. The arm pumping when the beat drops. The song (by Moldovan boy band O-Zone). Gary Brolsma, sitting at his desk, showed us all what it means to “dance like no one’s watching.”
 O RLY
2005: Originating on the community site 4chan, the wide-eyed owl was used to show sarcasm, becoming a precursor to other reaction memes.
 Chuck Norris Facts
2005:Chuck Norris was the Internet’s first “most interesting man in the world,” crowned the avatar for mythical men with impossible strength, attitude and swagger. “There is no theory of evolution,” as one “fact” says. “Just a list of creatures Chuck Norris allows to live.”
 I Can Has Cheezburger?
2007: Animal-based memes are a dime a dozen, but the “I Can Has Cheezburger” blog, whose mascot is a surprised, hungry British shorthair cat, brought them into the mainstream. The blog was created by Eric Nakagawa and Kari Unebasami.
2007: Before there was clickbait, there was the Rickroll. Popularized on 4chan, the gag — springing a Rick Astley video on an unsuspecting victim — has appeared during a session of the Oregon legislature and even on the White House’s Twitter feed.
 Success Kid
2007: Based on a photo that Sammy Griner’s mother, Laney, posted to Flickr when he was 11 months old, the meme describes something that goes better than expected. In 2015, Sammy’s fame helped his family raise more than $100,000 to offset the costs of a kidney transplant for his father, Justin.
 Dramatic Chipmunk
2007: A simple, five-second video clip of a chipmunk — ahem, actually a prairie dog — suddenly turning its head, from the Japanese TV show “Hello Morning.” The maneuver is set to an exaggerated bit of music from 1974’s “Young Frankenstein.”
2008: This portmanteau meme was an early example of an “advice animal,” depicting the vicious dinosaur deep in introspection, and pondering wordplay and life’s general paradoxes.
 Deal With It
2010: In this GIF, sunglasses slide onto a smug canine’s face. It was around as an emoticon on the SomethingAwful forums for a while, then became a meme when the site Dump.fm held a contest encouraging users to create their own versions, with sunglasses sliding onto various faces and objects.
 Hide Your Kids, Hide Your Wife
2010: “So y’all need to hide your kids, hide your wife and hide your husband ’cause they’re raping everybody out here,” Antoine Dodson emphatically told a TV reporter after an intruder attempted to assault his sister. The clip spread quickly on YouTube, leading to Auto-Tuned versions and remixes.
 Nyan Cat
2011: The combination of an animated 8-bit cat (originally dubbed “Pop-Tart Cat”) with the insanely catchy tune “Nyanyanyanyanyanyanya!” blew up on YouTube, becoming the site’s fifth-most-viewed video of 2011 and inspiring fan illustrations, designs and games.
2012: Originally uploaded as “Gersberms . . . mah fravrit berks” and later “BERKS!,” the text superimposed on this meme mimics the garbled speech of a person with a retainer.
 Bad Luck Brian
2012: Takes goofy yearbook photo. Gets face plastered all over the Internet. His real name is Kyle Craven, and he’s Internet famous thanks to his friend Ian Davies, who uploaded the photo to Reddit with the text “Takes driving test . . . gets first DUI.”
 Grumpy Cat
2012: The original photo of Tardar Sauce (that’s her name) racked up 1 million views on Imgur in its first two days. The meme has since spawned books, a comic book, an endorsement deal with Friskies cat food and a made-for-TV Christmas movie, “Grumpy Cat’s Worst Christmas Ever,” with Aubrey Plaza voicing Grumpy Cat.
 Ridiculously Photogenic Guy
2012: Uploaded to Reddit on April 3, the photo of the handsome runner quickly garnered 40,000 upvotes. Derivatives include Ridiculously Photogenic Metalhead, Ridiculously Photogenic Syrian Rebel, Ridiculously Photogenic Prisoner and Ridiculously Photogenic Running Back.
2013: In February 2010, a kindergarten teacher in Japan uploaded pictures of Kabosu, her adopted shiba inu, to her personal blog, and a meme was born. It usually features broken English phrases in the comic sans font, representing an inner monologue.
 Crying Michael Jordan
2014: The basketball great got a little emotional during his 2009 Hall of Fame induction speech. Around 2014, meme-makers started using an Associated Press photo, superimposing Jordan’s face over failures of all sorts.
 Ice Bucket Challenge
2014: While the origins of this one are unclear — people have been doing cold-water challenges for years — the results weren’t. The ALS Association raised more than $100 million in a month, compared with $2.8 million over the same period the previous year.
 Left Shark
2015: During the Super Bowl XLIX halftime show, Katy Perry performed with two dancing sharks. One shark stuck to the routine. The other, well, did his own thing — and became an Internet sensation.
And if you’re not over memes like the Internet isn’t over Harambe, we’ve compiled a Spotify meme-themed playlist for you to follow and take with you on the go.
Did we miss your favorite internet meme? Tell us about it — and why it’s so great — in the comments.
Former Creative Director of Adobe Typekit. Co-founder of lifestyle magazine Lagom. Founder of typography magazine 8 Faces. Music-maker as Other Form.
4 days ago6 min read
The Apple-Google shift
In the last couple of years, two very distinct things have happened — or, to be more precise, been happening — in the world of consumer tech, in my opinion. A shift has occurred: Apple, once the definition of innovation, has become stale, content to rest on its laurels; while Google, once ugly and disparate, has continually pushed forward with new and better products that are a delight to use.
The result is two-fold: firstly, from a software perspective, Google-authored apps have all but replaced Apple’s defaults on my iPhone; secondly, for the first time ever, I find myself potentially choosing a Google phone over an Apple phone — a choice that represents not just a one-off hardware purchasing decision, but a first tentative step outside of Apple’s ecosystem and, as a result, a break in unashamed Apple fanboy-ism.
Okay, so I’m considering a switch to Android. No big deal. I’m following in the footsteps of many, many, many others. But what I find interesting outside of my own personal decision is that there seems to be a growing discontent with Apple — especially amongst former so-called fanboys/girls — and, at the same time, a growing appreciation of what Google have been doing, especially from a design perspective. In many ways it’s unwise to compare these two companies alone, but few would disagree that these days they’re the two sides of one coin.
So I thought I’d try and pick this apart. What’s actually changed?
It’s not that Apple no longer creates great products, but there’s just not that spark there anymore, is there? Remember when a new MacBook or iMac would launch? Or the iPhone? Or pretty much any new product? The buzz was palpable; the hype almost always justified. For years and years, Apple constantly innovated, whether it was with entirely new product lines or updates to existing ones, but recently everything has just felt a little… well, meh, hasn’t it?
Could this feeling because Apple is now so ubiquitous, no longer the underdog? Possibly. And could this be down to some very shrewd business decisions, with Apple deciding to refine and hone rather than experiment, as evidenced by the longer life cycles of designs for their phones and computers? Very likely.
But that doesn’t excuse recent product launches that have (again, in my opinion) fallen flat by their past standards. The MacBook? Well, it’s a lovely little machine (and I’m typing on it right now) and I even took a whole set of photos to capture its beautiful form, but time has revealed it to be irritating in many ways (the keys repeatedly get stuck, for instance, and the removal of a magnetic power connector is genuinely irritating). The Apple Watch? After the initial magic wore off, I came to the conclusion that it’s essentially useless — as did almost every other Apple Watch owner I’ve spoken to. The new Apple TV? A total lack of innovation — both from its previous version and the numerous offerings from competitors. New iPhones aren’t even exciting anymore.
In many ways, I wonder if this all started with the launch of iOS 7: although I was originally one of its supporters when it came out and enraged half the Apple-buying world, when I think about it these days, iOS still doesn’t really encourage interaction. It’s not about flat design versus skeuomorphic design; it’s more about how Apple laid the groundwork for what a great, minimal, mobile operating system could be… and then never really built upon those foundations. The same could be said of their camera technology. The iPhone camera’s noise reduction algorithm has ruined many a photo that would have benefitted from not being put through a paint-like Photoshop filter. Oh, and don’t even get me started on Apple Music. What a mess. Sure, it’s not a total failure from an interaction design point of view, but it’s a sub-par effort from a company that should really be far, far, far better than any other steaming music competitors. That Apple Music has been so successful is only down to the ecosystem they’ve cultivated — not because it offers a superior experience.
Then there’s just all the douche moves Apple has made again and again with proprietary connections — their decision to remove the headphone jack on the forthcoming new iPhone being the latest. All of this has added up to make even this most ardent of Apple fanboys start to question his allegiances.
And all the while this has been going on, Google — which, with each new product launch, whether software or hardware, has become even more of an Apple competitor — has continued to innovate; to make better versions of Apple’s own apps. (I don’t even need to mention Maps, do I? No? Good.) And from a design perspective, Google has well and truly grown up: Material Design offered a lot of promise when it was first announced, and in the time that’s passed since, it’s proven itself to be a strong framework for unifying a the company’s multiple software offerings. Sure, there are times when its incarnation feels a little templated and dry — Google Play Music, for example — and perhaps it’s easy to praise Google for their grown-up new looks when, until recent times, Google web apps were so damn ugly. (Remember how Gmail used to look? For a reminder of that less graceful era, look at the browser version of Google Calendar.) But the difficulty of creating a system that works in so many instances, both in terms of aesthetics and interaction, should not be underestimated.
Beneath all of these apps and interactions and aesthetics, there’s another layer of Google that has become so trusted: its infrastructure. Yes, I get the fears about our data being mined to show us more relevant ads, but who do I trust for reliable cloud syncing: Apple or Google? Who do I trust to backup and share my photo library: Apple or Google? Whose infrastructure do I trust for my emails, documents, calendars, and more: Apple or Google? Granted, the latter could be any service provider vs. Google, but the point is that Google’s infrastructure underpins so much of the internet and our daily lives, it often just doesn’t make sense to let someone else handle what we know Google can handle so well.
(At this point, i’m going to refrain from delving into lengthy praises of particular Google apps and services, but I do want to give a quick mention to the Google Calendar and Google Photos iOS apps. They’re so radically superior to Apple’s equivalents, I’d question anyone’s need to ever open those defaults again.)
All this is to say: if Google can be this good on a competitor’s operating system, how much better can it be in its own environment? This is the question that’s been gaining traction in my head recently.
Android used to be a poor man’s iOS, but it’s obviously grown a lot since then. Unfortunately, fragmentation is a problem that’s plagued Android from the very beginning and is probably the primary factor that’s never allowed me to take switching seriously, but here’s where it gets interesting: with Google making (via OEMs) its own Nexus hardware, it’s possible to use a vanilla version of Android, free of bloat from carrier-installed software. It also removes that weird you-can-only-use-this-particlar-version-of-Android thing that plagues Android phones made by other manufacturers, and, in doing so, puts Google on an evening playing field with Apple: control the hardware and you control the software.It just works.
So it’s this vision of Android — a Google phone in its purest form — that’s making me, and others, consider the switch. And with new Nexus phones rumoured to land (or at least be announced) very soon, the opportunity to do so might be just around the corner.
Or maybe not. The new iPhone is also due very soon. Maybe it’ll be amazing. Maybe it’ll be the best hardware and software combination that exists in the world. Maybe Apple’s core apps, services, and experiences that underpin the entire iOS / macOS / tvOS ecosystem will up their respective games and I’ll look back on this post as blasphemy.
But — sadly — I’m not sure that’s something the Apple of 2016 is capable of.
Next Story — This 100-Year-Old To-Do List Hack Still Works Like A Charm
Currently Reading - This 100-Year-Old To-Do List Hack Still Works Like A Charm
Official Medium account for the Fast Company business media brand; inspiring readers to think beyond traditional boundaries & create the future of business.
2 days ago4 min read
This 100-Year-Old To-Do List Hack Still Works Like A Charm
The “Ivy Lee Method” is stupidly simple — and that’s partly why it’s so effective.
By James Clear, who writes about self-improvement tips based on proven scientific research at JamesClear.com, where this article first appeared. It is adapted with permission.
By 1918, Charles M. Schwab was one of the richest men in the world.
Schwab (oddly enough, no relation to Charles R. Schwab, founder of the Charles Schwab Corporation) was the president of the Bethlehem Steel Corporation, the largest shipbuilder and the second-largest steel producer in the U.S. at the time. The famous inventor Thomas Edison once referred to Schwab as the “master hustler.” He was constantly seeking an edge over the competition.
Accounts differ as to the date, but according to historian Scott M. Cutlip, it was one day in 1918 that Schwab — in his quest to increase the efficiency of his team and discover better ways to get things done — arranged a meeting with a highly respected productivity consultant named Ivy Lee.
Lee was a successful businessman in his own right and is widely remembered as a pioneer in the field of public relations. As the story goes, Schwab brought Lee into his office and said, “Show me a way to get more things done.”
“Give me 15 minutes with each of your executives,” Lee replied.
“How much will it cost me?” Schwab asked.
“Nothing,” Lee said. “Unless it works. After three months, you can send me a check for whatever you feel it’s worth to you.”
During his 15 minutes with each executive, Lee explained his simple method for achieving peak productivity:
At the end of each workday, write down the six most important things you need to accomplish tomorrow. Do not write down more than six tasks.
Prioritize those six items in order of their true importance.
When you arrive tomorrow, concentrate only on the first task. Work until the first task is finished before moving on to the second task.
Approach the rest of your list in the same fashion. At the end of the day, move any unfinished items to a new list of six tasks for the following day.
Repeat this process every working day.
The strategy sounded simple, but Schwab and his executive team at Bethlehem Steel gave it a try. After three months, Schwab was so delighted with the progress his company had made that he called Lee into his office and wrote him a check for $25,000.
A $25,000 check written in 1918 is the equivalent of a $400,000 check in 2015.
The Ivy Lee Method of prioritizing your to-do list seems stupidly simple. How could something this simple be worth so much?
Ivy Lee’s productivity method utilizes many of the concepts I have written about previously.
Here’s what makes it so effective:
It’s simple enough to actually work. The primary critique of methods like this one is that they are too basic. They don’t account for all of the complexities and nuances of life. What happens if an emergency pops up? What about using the latest technology to our fullest advantage? In my experience, complexity is often a weakness because it makes it harder to get back on track. Yes, emergencies and unexpected distractions will arise. Ignore them as much as possible, deal with them when you must, and get back to your prioritized to-do list as soon as possible. Use simple rules to guide complex behavior.
It forces you to make tough decisions. I don’t believe there is anything magical about Lee’s number of six important tasks per day. It could just as easily be five tasks per day. However, I do think there is something magical about imposing limits upon yourself. I find that the single best thing to do when you have too many ideas (or when you’re overwhelmed by everything you need to get done) is to prune your ideas and trim away everything that isn’t absolutely necessary. Constraints can make you better. Lee’s method is similar to Warren Buffet’s 25–5 Rule, which requires you to focus on just five critical tasks and ignore everything else. Basically,if you commit to nothing, you’ll be distracted by everything.
It removes the friction of starting. The biggest hurdle to finishing most tasks is starting them. (Getting off the couch can be tough, but once you actually start running, it is much easier to finish your workout.) Lee’s method forces you to decide on your first task the night before you go to work. This strategy has been incredibly useful for me: As a writer, I can waste three or four hours debating what I should write about on a given day. If I decide the night before, however, I can wake up and start writing immediately. It’s simple, but it works. In the beginning, getting started is just as important as succeeding at all.
It requires you to single-task. Modern society loves multitasking. The myth of multitasking is that being busy is synonymous with being better. The exact opposite is true. Having fewer priorities leads to better work. Study world-class experts in nearly any field — athletes, artists, scientists, teachers, CEOs — and you’ll discover one characteristic that runs through all of them: focus. The reason is simple. You can’t be great at one task if you’re constantly dividing your time 10 different ways. Mastery requires focus and consistency.