Starbucks is about coffee !

An unusual sight at Starbucks, a man only enjoying his coffee. He was not using his computer, tablet, phone, not reading a book or talking to anyone. Now, how unreal is that. I tried that, the same dark roast coffee tasted much better. I was energized after those ten minutes and more productive.

Multi-tasking is a way of life, research says an average digital consumer owns 3.64 connected devices and the top 25%, 4.4 devices per person. Each device in turn has multi-tasking capability delivering several services and outputs at the same time. These smart devices can multi-task, but what about the human brain? How much can we handle?

Googling, throws up several research findings using complex techniques like functional magnetic resonance imaging (fMRI), which in summary says, a human brain doesn’t really multi-task, we just switch between tasks. An average human brain can’t handle more than two complex tasks as the same time.

As an example, if a human completed four tasks concurrently from 9am to 5pm, they could have been completed in less than half the time, if done sequentially. The quality of output would be better and the brain would be less tired.

Let’s do one thing at a time and do it well.

Starbucks, the $78b market cap company is not about being the fastest free internet provider, they are about coffee!