‘When’ by Daniel Pink
Book Overview
‘When’ by Daniel Pink is focused on the importance of timing. ‘A when-to book not a how-to book’ says Pink. I’ve been using techniques from ‘When’ since I first read it a few years. It’s safe to say a refresher was absolutely needed given what’s changed in the world since then.
One surprising effect of Covid-19 has been its impact on time. The change from in-office to remote work completely shifted how we schedule our days. Beyond that, we even use terms like ’pre-covid’ as a marker of time. The content of ‘When’ helps alter the way you think about the timing of your schedule, your life, and your future experiences. If you are looking to change your approach to time to better your lifestyle, give ‘When’ a read.
Key Concepts
Chronotypes and Scheduling
The first section of the book discusses chronotypes and how you can better schedule your day based on your chronotype. People are either early risers (larks), late to bed (owls), or somewhere in the middle. Besides extreme owls most people follow the same pattern of mental/analytical alertness give or take a few hours.
In general we are in a better mood/more logical in the morning, experience a trough in energy starting around 12, and a rebound in mental capabilities in the late afternoon. Based on this research, Pink suggests scheduling activities in our work day accordingly. We should do tasks that require analytical thought/logic in the mornings and creative tasks should be done in the late afternoon.
Beginnings, Mid-points, and Endings
Beginnings
There is a reason why New Year’s Resolutions are so popular. Pink explains that firsts, like the first of the year/month/week are ‘temporal landmarks’. People use these firsts to better navigate time and we are more likely to start a new activity or habit at these markers. Lean into this natural phenomenon and take advantage of all the firsts that you can.
Mid-points
Pink presents research that shows people slump in the middle of a project, activity, even our lives (mid-life crisis which should be called a mid-life slump). It’s a biological reaction that is hard to avoid. Recognizing mid-points can help us combat their negative effects. Pink explains that we can react to a mid-point in two ways:
‘oh no’ as in ‘oh no, I’m too far behind’ which leads to hopelessness and a drop in motivation
‘uh-oh’ as in ‘uh-oh, I better get going’ which leads to action and determination as we approach the second half of an experience. Focus on turning your mid-points into ‘uh-oh’ moments.
Endings
Research in ‘When’ shows that people are more likely to complete a marathon in their 9th year of a decade (ex. 29 or 39 years old). This is because endings are motivational. Think about how intense the final minutes of a sporting event can be. We also remember the ending of an experience the most. Make sure you end your customer meetings with an impactful and positive experience.
Key Takeaways to Sell More
Time management is incredibly important to any sales role. There are so many activities you can spend your time on from customer calls, prospecting, forecasting, deal organization etc. Use the science presented in ‘When’ and schedule your day in the following ways:
Customer meetings in the morning (you want them alert and in a good mood too)
Forecasting in the morning (very analytical)
CRM updates in the early afternoon (not much brain power required)
Prospecting work (creative messaging) in the late afternoon
Since we can’t always control our schedules, we need to find other ways to combat the trough in our work days. Pink explains that the best way to do that is breaks! One study showed the best ratio is 52 minutes of work/17 minutes of rest. I’ve found that 45/15 or 25/5 minute ratios work well. Use a timer while working to ensure you balance work and rest.
Pink also stresses that breaks should be active and social when possible. Try going for a walk and call a family member or friend if you are working remotely. Lunch breaks are also extremely important so make sure you aren’t eating lunch at your workspace!
A sales person’s job is all about metrics and goals. Take advantage of the natural effect beginnings and endings have on your mindset to consistently hit your metrics. Treat the start of each week as a reset. Pick a few important tasks that you plan to accomplish and write them down. Then at the end of the week, reflect on what you achieved, what you did well, and what you could improve on for the next week. Pink suggests writing your plan for the following day at the end of each day. If you make consistent self check-ins a part of your weekly routine, your year/quarter/month long goals will be easy to achieve.
Personal Take
Timing is more important than ever, especially for remote workers. This book has so many actionable ways to change your schedule and perception of time for the better. I’ve personally found making breaks a habit and scheduling my day based on my chronotype has shifted my entire approach to my work week. There is a ton of content in ‘When’ that I wasn’t able to cover including: how naps are beneficial, a time hacker’s handbook, the importance of timing for kids and its impact on school, and syncing as a group. Time is arguably the most central part of our lives, so learn how to use it to your advantage with ‘When’.