Focus is the foundation of business success. It’s what helps founders think strategically, execute with confidence, and outperform their competitors. It’s the driving force behind innovation, productivity, and turning bold ideas into thriving businesses.

Yet, in today’s world, focus is under attack from every direction.

Our modern environment is engineered for distraction. We consume more content in a day than previous generations did in a year. Our devices buzz with endless notifications, inboxes overflow with urgent (and not-so-urgent) messages, and social media tempts us with an infinite supply of dopamine hits.

This information overload isn’t just an inconvenience—it’s a direct assault on our ability to think deeply and make sound decisions. And while this level of distraction is a challenge for everyone, it’s especially dangerous for founders.

Because let's face it, your job isn’t just to stay busy. It’s to make high-impact choices, solve complex problems, and steer your business to success. If your attention is constantly being hijacked, decision-making suffers, productivity plummets, and progress stalls.

Simply put, if you can’t focus, you can’t grow your business.

The good news is, defeat isn’t inevitable. With the right habits and a few intentional changes, you can retrain your brain, block out distractions, and create the mental space you need to think deeply and move your business forward.

Here's how...

1. Lay the groundwork

You wouldn’t expect a high-performance athlete to compete without proper rest, hydration, and nutrition. The same logic applies to your brain. No focus hack in the world will work if you’re running on empty.

• Don't skimp on sleep: No matter how much we tell ourselves we can "power through" on minimal rest, the reality is that quality sleep is non-negotiable for peak performance. Lack of sleep alone costs the U.S. economy a staggering $411 billion each year because it leads to brain fog, poor decision-making, and sluggish work performance. In fact, just one night of bad sleep can reduce cognitive function as much as being legally drunk.
• Stay hydrated: Our brains are around 73% water, so even a little dehydration can seriously affect our concentration, memory, and alertness—making everything feel a lot harder than it should. Research shows that just a 1% drop in body water levels can reduce productivity by 12%, while a 3–4% decrease can cause up to a 25% decline in performance.
• Fuel your brain for focus and concentration: What you put into your body directly impacts your brain’s ability to focus, problem-solve, and stay alert throughout the day. Skipping meals or relying on quick fixes like caffeine and sugar might feel like a short-term solution, but it’s actually a recipe for energy crashes, brain fog, and poor decision-making. Instead, opt for protein, healthy fats, and complex carbohydrates to sustain your mental energy levels.
• Track your energy patterns: Our brains aren’t wired to be at peak performance all day long, so not all working hours are created equal. Pay attention to when you naturally feel the most alert, and use these high-energy windows for deep, focused work, and schedule lighter tasks during your low-energy periods.

See: How To Manage Your Energy Effectively To Achieve More In Your Business

2. Optimize your environment for deep work

Believe it or not, your surroundings play a huge role in your ability to focus. A cluttered, distracting environment leads to a cluttered, distracted mind. On the other hand, an optimized workspace will make it so much easier to get in the zone—and stay there!

• Keep clutter to a minimum: A clutter-free workspace isn’t just nice to look at. In fact, a Princeton University study found that physical clutter forces your brain work overtime to process everything in view, which can make it harder to focus on any one thing. Not only that, research shows that a messy environment can cut productivity by 55% because of all the time spent searching for lost items or feeling distracted by the chaos. On the flip side, a tidy desk brings a sense of calm and control, making it easier to stay on task.
• Use sensory cues: Our brains thrive on patterns and associations. Just like how the smell of fresh coffee can signal the start of your morning routine, the goal is to create a sensory trigger—like a scent, sound, or visual setting—for the focused mindset you need. Whether it’s a go-to playlist, a signature scent, a certain flavor of gum, or even a designated workspace, consistency is key. The more you use this cue while working, the more your brain will connect it to "work mode"—helping you get in the zone faster, stay focused longer, and reduce mental resistance to deep work.
• Keep your goals visible: When distractions creep in, having a clear, visual reminder of your goals can snap you back into focus. Studies suggest that people who write down their goals are 42% more likely to achieve them than those who don’t, so whether it's a sticky note with your top priority for the day or a vision board of your long-term goals, having a tangible representation of what you're working toward keeps your motivation high and your attention on what truly matters.

3. Maximize "friction" around distractions

Modern technology has made digital distractions more invasive—and more appealing—than ever.

Behind every notification, every suggested post, and every autoplaying video is an algorithm specifically designed by experts to hijack your attention and send you deeper into the digital rabbit hole.

The reality is, to rely on sheer willpower alone is to fight a losing battle.

If we are to stand any chance against the destructive power of distractions, we must intentionally create obstacles to make it as difficult as possible to fall victim to them.

• Log out of your social media accounts after each session: Untick any "Remember my details" boxes so you have to manually sign in each time. Our brains naturally seek the path of least resistance, so if digital distractions require extra effort, you’ll be less inclined to do it.
• Turn off non-essential notifications: Every ping, buzz, and pop-up notification is an open invitation for distraction, but let's be honest—most messages, emails, and updates can wait. Turn off notifications for social media, email, and non-urgent apps, disable notification previews on your lock screen, or use “Do Not Disturb” or "Focus" mode during work hours to only allow messages from key contacts.
• Put your phone away: It's easy to think that as long as we’re not actively using our phone, it isn’t affecting our focus. But research says otherwise. A 2017 study found that the mere presence of a phone—even if it’s face down and turned off—can reduce cognitive capacity and weaken attention span. Aim to keep your phone in another room when doing deep work. If keeping it in another room isn’t an option, try placing it in a drawer out of your direct line of sight.
• Use physical alternatives to phone-checking: A lot of the time, we reach for our phones not because we need them, but because we’re bored, stressed, or overwhelmed. So when you feel that familiar urge to reach for your phone, try substituting it with something that fulfills the same need for stimulation without sucking you into endless scrolling. For example, keep a notepad and pen for doodling, use a fidget toy, stress ball, or modeling clay to keep your hands engaged, chew some gum, or stand up and stretch.
• Triage distracting admin tasks: Not all distractions come from notifications or boredom—many stem from legitimate tasks that still pull you away from the deep, strategic work you should be doing. The fewer distractions that reach you, the easier it is to focus on what matters. For instance, you can outsource email management to a virtual assistant (VA) so that only the most important messages reach your inbox. Similarly, offloading research tasks helps you avoid falling into Wikipedia rabbit holes, where you can easily lose hours without making significant progress. And by outsourcing social media management, you make sure you don't succumb to mindless scrolling.

4. Play “procrastination ping-pong”

When you touch something hot, you don’t have to think about moving your hand away—it happens instantly, without conscious effort. In the same way, procrastination often happens without us realizing it.

Because as dedicated and ambitious founders, we would never consciously decide to waste time. But one moment, we’re focused on work, and the next, we’ve somehow spent half an hour on YouTube. But here’s the thing: procrastination didn’t unfold gradually over those 30 minutes—it happened in a split second.

Neuroscientists explain procrastination as a battle between two parts of the brain:

The prefrontal cortex (the "rational brain")

• Responsible for planning, logic, and goal-setting
• Helps us prioritize long-term rewards over short-term pleasure
• The newer part of the brain, evolutionarily speaking.

The limbic system (the “lizard brain”)

• Controls survival instincts, emotions, and instant gratification
• Seeks pleasure and avoids discomfort
• Reacts faster and stronger than the prefrontal cortex.

When we sit down to tackle a task that feels boring, difficult, or uncomfortable, the prefrontal cortex knows it’s important. But the limbic system, which has been running the show for millions of years longer, may not exactly be on board. It doesn't care about deadlines, it wants relief now—so it nudges you toward something easier, more fun, or more instantly rewarding, like checking your phone, watching a video, or reorganizing your desk instead of working.

This is where "procrastination ping-pong" comes in.

The goal isn’t to never get distracted, or to try to undo millions of years of evolutionary wiring. It's about returning to focus as quickly as possible.

The moment you notice yourself straying from your current task, bring yourself back straight away—just like returning a serve in a game of ping-pong.

Remember, procrastination thrives on autopilot, so the faster you recognize when your attention wanders and bounce back, the less time you lose, and the more control you regain over your productivity.

5. Take real breaks to refresh your focus

Sorry, but scrolling social media between tasks doesn’t count as a real break—in fact, it does the opposite of what a break is supposed to do.

While doing something (or anything!) that isn't work may feel like downtime, this overstimulates your brain, keeping it in a cycle of distraction rather than giving it the rest it needs, and making it even harder to focus when you return to work.

To truly recharge, you need breaks that reset your mental energy instead of depleting it.

• Move your body: Physical movement increases blood flow to the brain, helping to clear mental fog and restore energy levels. Even a few minutes of physical activity, such as a 5-minute walk, some stretching, or even standing up and shaking out tension, can help you return to work with renewed focus.
• Go outside: Exposure to natural light and fresh air has been scientifically proven to improve mood, alertness, and cognitive performance. A study from the University of Michigan found that walking in nature can increase focus and working memory by 20%.
• Engage in “mindless” or non-digital activities: Activities that require little to no mental effort, like doodling, knitting, or washing dishes, give your brain a chance to unplug without overstimulation. This relaxed state allows your subconscious mind to process ideas, make new connections, and even solve problems in the background.
• Breathe deeply: Shallow breathing keeps your nervous system in a state of stress, while deep breathing activates the relaxation response, calming your mind and sharpening your focus. Try the 4-7-8 breathing technique: inhale for 4 seconds, hold for 7, exhale for 8.

See: 7 Ways To Take Better Breaks As A Business Owner

What's the bottom line?

In a world that constantly pulls your attention in a hundred different directions, regaining control over your focus isn’t just a productivity hack—it’s a survival skill for founders.

The good news is that sustained focus isn’t a rare talent reserved for the lucky few. It’s a skill you can train and refine with the right strategies.

Prioritize self-care to keep your mind sharp, optimize your environment to minimize interruptions, increase friction around distractions to stay on track, use "procrastination ping-pong" to maintain momentum, and take real breaks to reset and recharge.

At the end of the day, your attention is one of your greatest assets. Protect it, strengthen it, and you’ll not only get more done—you’ll build a business that thrives for years to come.

Struggling to stay focused? We've got your back.

At Time etc, we know that founders can only be at the top of their game when they have space in their weeks.

Space to think. Space to focus. Space to give everything the attention and energy it deserves.

Since 2007, we've helped over 22,000 founders create that much-needed space that's been missing from their hectic lives. We pair them with the very best virtual assistants to take care of the distracting admin that clutters their minds and schedules.

The best part? We take care of everything—from sourcing top-tier talent to managing the day-to-day details—so you can stay in your zone.

No hiring headaches. No wasted time. Just seamless, tailored support that helps you focus on what truly matters, and up to 90% lower costs than traditional hiring.

Ready to ditch the distractions and get back to what matters most? Chat with our expert team today, and we’ll take care of the rest.

P.S. Not sure where to start? Answer a few quick questions to get personalized task recommendations—plus $150 off your first month of virtual assistant support!