Procrastination is a challenge many founders face, especially when juggling multiple priorities and navigating complex decisions. Research suggests that 20 per cent of people identify as chronic procrastinators (Joseph Ferrari, DePaul University), but this figure may be underestimated.

Procrastination is more complex than laziness. It can stem from fear of failure, perfectionism, low self-control, or the overwhelming size of a task. Founders, in particular, may feel paralysed by the uncertainty of outcomes.

However, understanding why we procrastinate and how to turn mental blocks into motivation can be super helpful.

The Zeigarnik Effect: Why starting matters

In the 1920s, Russian psychologist Bluma Zeigarnik discovered a fascinating principle while observing waiters in a Viennese café. She noticed that waiters could easily recall unpaid orders but struggled to remember the details of orders after the bills were settled. This observation led to what we now call the Zeigarnik Effect, which states that incomplete tasks create a kind of mental tension, keeping them active in our memory until they’re resolved.

Zeigarnik conducted experiments to test this idea. Participants were asked to complete simple tasks, such as stacking counters or placing toys in a box. Some participants were interrupted before finishing, while others completed their tasks. When asked later to recall the activities, participants remembered the unfinished tasks far better than the completed ones. This showed that incomplete tasks create a cognitive pull that keeps them at the forefront of our minds.

For founders, this principle is powerful: starting a task, even minimally, triggers your brain to want to finish it. This is why the “just a few minutes” rule can be so effective in overcoming procrastination.

Procrastination and founders: The ‘just a few minutes’ rule

Founders often delay tasks because they feel overwhelmed by the sheer scale of what lies ahead. Building a pitch deck, finalizing a product roadmap, or preparing for investor meetings can feel monumental. However, if you commit to working on a daunting task for just a few minutes, the Zeigarnik Effect kicks in, creating a mental itch to finish the task.

Also Read: 8 productivity hacks to streamline your work-life

This strategy doesn’t require you to feel motivated upfront, starting is what activates the motivation. It’s a simple yet effective hack to tackle big goals without feeling paralysed.

How founders can overcome procrastination

• Start small: Break large projects into smaller, manageable parts. Tackling one small step creates momentum.
• Use the ‘just a few minutes’ rule: Convince yourself to spend only five minutes on a task. Once you start, you’ll likely feel compelled to continue.
• Reframe fear of failure: Shift your mindset from “What if I fail?” to “What can I learn?” Founders who embrace failure as part of growth take more action.
• Ditch perfectionism: Done is better than perfect. Waiting for the “perfect moment” or result often leads to unnecessary delays.
• Schedule your priorities: Block time in your calendar for essential tasks and treat these blocks as non-negotiable.

Why this matters for founders

Procrastination isn’t just a personal flaw; it’s a productivity killer. For founders, it can erode confidence, delay growth, and result in missed opportunities. Remember, starting isn’t just half the battle, it’s the catalyst for completing it. Commit to just five minutes.

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Image courtesy of the author.