Ever feel like you’ve got too many tabs open in your head? One moment you’re halfway through an invoice, the next you’re answering a customer call, then you’re scrolling your phone before another email notification drags your back.

That’s not multitasking. It’s context-switching.
Context-switching is when your brain shifts from one task to another, over and over. It feels like progress you’re busy, you’re moving but in reality, it’s costing you. Research shows it can cut productivity by up to 80 percent. And here’s the kicker: on average, it takes 23 minutes to properly refocus after a single interruption.
In a small-town business, that’s a real problem. Owners here often wear five hats in one day manager, sales, admin, customer service, and HR. Every interruption doesn’t just slow you down; it steals the focus you need for the things that matter.

The everyday traps
Think about a retail business owner in Whakatāne. They’re serving clients, chatting with regulars, placing orders with suppliers, answering staff questions, and checking their phone between customers. Every “quick” switch adds up. By the end of the day, they’ve worked hard but still feel like nothing’s been fully finished.
Or take a local tradie. They’re on site, but the phone keeps buzzing with client updates. A supplier calls, then a team member asks about tomorrow’s job. Each time they pause to deal with it, they lose the rhythm of the task at hand. The job ends up taking longer, and the pressure builds.
Even in professional services, the same issue crops up. You sit down to do a piece of focused work, and suddenly you’re dragged into email, a text, or a quick side conversation. It’s like playing Whac-a-Mole with your own attention.

Why it matters
Small interruptions feel harmless. A minute here, a couple of minutes there. But they create a hidden tax on your business. Because once you’ve been pulled away, you don’t just lose the time of the interruption itself you lose the flow. You burn energy getting back into gear. Do that 10 or 20 times a day, and you’re leaking hours of productivity every week.
This is one of the big reasons why many business owners feel “busy” all the time but struggle to see the progress they want. It’s not that they’re not working hard it’s that their energy is scattered.

Practical ways to fight back
The good news is, there are practical ways to reduce context-switching. None of these are complicated, but they do require some discipline.
1. Time-blocking.
Plan your day in blocks. For example: one block in the morning for customer-facing work, one block in the afternoon for admin. Protect those blocks as much as possible. If you can, turn off notifications during that time you’ll be surprised how much more you can get through.
2. Batch your tasks.
Do similar things in one go. Send all your invoices together. Return calls at a set time each day. Check emails two or three times a day, not every time the ping goes off. Treat it like a production line the less your brain has to switch modes, the faster you’ll move.
3. Try themed days.
This works well for businesses with lots of hats to wear. For example: Monday for operations, Tuesday for sales, Wednesday for strategy, Thursday for staff. It doesn’t have to be rigid, but the clearer the theme, the easier it is to stay in one gear for longer.
4. Communicate your rhythm.
Tell your staff and your clients when you’ll be available for certain things. For example, let them know you return calls at 11am and 3pm each day. When people know your rhythm, they’ll adapt to it. You’ll stop being at the mercy of everyone else’s timetable.

Small town, big focus
In places like Whakatāne, Ōpōtiki, and Kawerau, business life is often community life. Customers are friends, suppliers are neighbours, and there’s always someone wanting “just a quick word.” That’s part of what makes doing business here special. But it also makes it harder to protect your focus.
The challenge is learning to balance being available with being effective. Every business owner here knows that being approachable matters. But so does carving out the time to move your business forward.

The takeaway
Context-switching is the silent killer of productivity. It sneaks into your day, disguised as busyness, and leaves you feeling drained but no further ahead. The more you can protect your focus through time-blocking, batching, or themed days the more you’ll get done with less stress.
So, here’s a challenge for the week ahead: pick one of these strategies and try it. Even a small change can reclaim hours of lost focus. And in a town where everyone already feels stretched, that could be one of the simplest ways to move from busy to effective. Feel free to send me an email and let me know what works for you!

Jason Lougher is a chartered accountant and advisor to business owners across the Eastern Bay.