nce upon a time (think 2015-2018), focus was an ability we all had. Picture it: you’re at your desk, diving deep into an article, a project or a pitch, or maybe just doodling in a notebook. There were less pings, less incessant scrolls and only limited access to cat videos; no Chahat Fateh Ali Khan; and few notifications from “Your Bank Account Wants to Say Hi!” Fast forward to today and even reading this article might feel like running a marathon, because our brains are tapped out.

It starts innocently enough. You check your phone to see the time, but somehow you’re watching a dog play piano on TikTok/ Instagram an hour later. Relatable, right? You were supposed to finish that report for strategy document, but instead, you’re googling, “Do cats have favourite songs?” Spoiler: they don’t, but the algorithms sure think you might.

The problem isn’t personal; it’s everywhere. These distractions often spill into your professional space. WhatsApp notifications, random “Can you hear me?” Zoom moments, pressure to reply instantly to every email, DM and work chat. Focus? It left the group chat.

Not too long ago, our entertainment wasn’t so... distracting. Books trained us to stick with one thing for hours. Even early internet days had a kind of rhythm: you’d log in, check your email (remember the thrill of “You’ve got mail”?) and log out. But then came the never-ending fire hose of content—fast-cut videos, endless memes, and “Just One More Episode” auto-play culture. Suddenly, everything is competing for our brain’s bandwidth.

Social media only made it worse. Apps like Instagram and TikTok are basically dopamine slot machines. Swipe, click, like, repeat—it’s exhausting.

Aside from making us pros at knowing everything and nothing simultaneously, constant distraction is wreaking havoc on productivity and creativity. A colleague of mine once sat down to write a simple email but got sidetracked comparing cheese brands online for 45 minutes! “Productivity guilt” is trending.

Okay, so we can’t just quit tech cold turkey. But we can fight back. This is how I have been managing:

By shutting out the static, even for a little while, you can rediscover what it’s like to think deeply, create boldly, and maybe, just maybe, finish that project before getting swept away into the cacophony of notifications.

Digital Detox

Take a break from social media. Go for a walk, read a book, or just stare out the window. Your brain will thank you. My cousin calls it “airplane mode therapy.” It works.

De-clutter Your Digital Life

Delete those “harmless” apps that turn into black holes of time.

Mindful Tech Use

Set specific times for checking email and social media. When you’re working, turn off notifications. It’s like putting your phone on silent, but for your entire digital life.

Be the Boundary Queen/ King

Tell clients, friends, family: “No, I can’t reply to your 3am message about Sydney Sweeney until morning.” Then stick to it.

Mindfulness Isn’t Just a Buzzword

Deep breathing and meditation can reset your frazzled brain. They also make you feel like a Jedi, master of calm.

The Sacred To-Do List

Write it, prioritise it, actually do it. Bonus points for crossing things off dramatically.

Reclaiming focus isn’t just about work or school—it’s about feeling human again. The world is noisy, but your brain doesn’t have to be. By shutting out the static, even for a little while, you can rediscover what it’s like to think deeply, create boldly, and maybe, just maybe, finish that project before getting swept away into the cacophony of notifications.

So, the next time your phone tempts you with another notification, take a deep breath, put it down, and ask yourself: “Do I really need to know what Lewis Hamilton had for breakfast today?” (The answer is always avocado toast, FYI.)

The writer is a PR professional. He can be reached at zubairmallick@lotuspk.com