In today’s hyper-connected world, productivity has become the holy grail of business success. Inbox zero. Calendar blocks. Pomodoro timers. We’ve built an entire economy around optimising our to-do lists, but are we actually building anything that lasts?
Or are we just busy?
As a leadership strategist working with high-performing founders, corporate execs, and digital creators, Jacqueline van Rooijen, founder and director of Ycagel Consulting, says, “I’ve seen firsthand how easily ‘doing more’ becomes a disguise for deeper issues – lack of clarity, fear of failure, or misaligned purpose.”
She unpacks the real issue behind the ‘productivity obsession’and explores a more sustainable model for modern leadership.
The myth of “maximum output”
The glorification of the hustle culture has conditioned us to believe that output equals impact. But the truth is, most people do not burn out from doing too much; they’re burnt out from doing too much of the wrong thing.
Here’s the wake-up call: efficiency doesn’t matter if you’re headed in the wrong direction.
Research from McKinsey & Company shows that 80% of executives believe their current business models are at risk of disruption. Yet only 6% feel they’ve fully transformed their organisations.
Why? They’re stuck in reactive cycles – responding, performing, optimising – but rarely recalibrating.
What high-impact leaders do differently
“The most successful leaders I’ve coached share one trait: strategic stillness,” notes van Rooijen.
“They know how to pause long enough to discern what matters most. They don’t chase every opportunity. They don’t conflate activity with alignment.”
“Instead,” she says, “they practice these three things”:
1. Purposeful planning over performance metrics
They lead with ‘What’s worth doing?’ rather than focusing on ‘What needs doing?’ This subtle shift changes everything – from hiring decisions to brand messaging to personal energy management.
2. Deep work over constant connectivity
Leaders who build enduring businesses block time not just for tasks, but for thinking. Not scrolling. Not reacting. But white space for vision, strategy, and values-aligned innovation.
3. Legacy-driven leadership
They lead with the end in mind – not just the quarter. This doesn’t mean neglecting short-term wins, but rather anchoring every action in a deeper, long-term mission.
The purpose-led business edge
“As an entrepreneur – here’s where I offer a different lens,” van Rooijen adds. “I’ve learned that leadership isn’t just about strategy; it’s purpose-led. When your decisions are connected to a mission or purpose, your choices become smarter and more strategically aligned. You don’t need to manufacture clarity either when purpose guides the way.
This isn’t about ideology. It’s about alignment: when you build from purpose, you lead differently.”
The real productivity hack?
Before you download another productivity app or time-block your life into oblivion…pause.
Ask yourself: “Am I building something that matters, or just managing the noise?”
“Sustainable success doesn’t come from doing more,’ van Rooijen concludes, “It comes from discerning what must be done – and having the courage to say no to everything else.”
Productivity is a tool. Purpose is the compass.
Choose wisely.
