37signals’ experiments highlight an important reality: The shallow work that increasingly dominates the time and attention of knowledge workers is less vital than it often seems in the moment. For most businesses, if you eliminated significant amounts of this shallowness, their bottom line would likely remain unaffected. And as Jason Fried discovered, if you not only eliminate shallow work, but also replace this recovered time with more of the deep alternative, not only will the business continue to function; it can become more successful.
