What Is Context Switching? How It Affects Business Owners and How to Reduce It
- Jul 16
- 4 min read
Early in my business, despite almost 15 years of experience as a Personal Assistant, I noticed that once I started gaining real traction with clients, I was exhausted by the end of the day, even when it felt like I hadn't done much.
I'm sure we've all had days where we've been busy from the moment we sit down at our desks, yet still feel like we've made very little progress.
The worst part is, it's not because we haven't been working. It's because our attention has been pulled in so many different directions that we've barely had the chance to focus on one thing before moving on to the next. It's called context switching.
More about context switching
Context switching is exactly what it sounds like. It’s the process of your brain switching from one task to another multiple times throughout the day.
For business owners, it’s writing a proposal, then stopping as soon as you get an email to reply to, then jumping on a client call, then sending an email, then answering a team member's question, and then returning to the proposal.
This sounds like a normal day and a part of business that’s inevitable, and that’s somewhat true. But every time your attention moves, your brain has to stop, work out what it’s doing next, refocus, then stop, work out where it left off, then refocus. That can drain mental energy fast.
Neurodivergence and context switching
Context switching is a common topic in neurodivergent spaces because frequent interruptions and constantly changing priorities can have an even greater impact on executive functioning.
For many neurodivergent people, it’s not a matter of “focusing on one thing better” or “getting back on track”; every interruption requires extra mental effort to re-engage. Which is why it can be challenging to switch between tasks and software, making task initiation harder, and contributing to neurodivergent burnout.
That doesn’t mean context switching is exclusively a neurodivergent experience, but it is a reminder that we all process information differently and that the way we structure our working day can make a huge difference to how sustainable running a business feels, no matter our neurotype.
So what's the science behind it?
Context switching, although as I pointed out in my post on LinkedIn, has become a bit of a buzzword of late, is real and has been researched by psychologists for years and years.
Studies have shown that every time we switch between tasks, our brain uses energy to disengage from one activity and then more energy to refocus on another.
Now it is a quick process, one you might not even notice unless you’re exhausted or, as mentioned above, neurodivergent. Despite being a quick process, it comes at a mental cost, especially when it happens repeatedly throughout the day.
Research has shown that frequent task switching can be linked to slower performance and increased mental fatigue.
If you’d like to read up on it or take a look at some studies, these are great places to start: Rubinstein, Meyer & Evans (2001), Executive Control of Cognitive Processes in Task Switching and The American Psychological Association's article, Multitasking: Switching Costs.
But how can you reduce it? Here are 5 neuroinclusive ways to support yourself when it comes to context switching:
The reality is that the chance of most of us eliminating context switching altogether is slim, especially when running a business and juggling family life, neurodivergence, or anything life throws at us.
What we can do, though, is reduce how often we’re forced to switch between tasks by creating a working environment that works the way our brain naturally does.
1. Batch similar tasks together
Try grouping emails, admin, phone calls and client work into dedicated blocks rather than jumping between them throughout the day.
2. Build buffer time into your diary
Avoid scheduling meetings back-to-back where possible. Even ten minutes between calls gives your brain time to reset before moving on to the next task.
3. Reduce unnecessary notifications
Not every email or message needs your attention immediately. Turning off non-essential notifications can help reduce interruptions during focused work.
4. Create external reminders
Instead of relying on your memory to pick a task back up, leave yourself notes, use task management software or write a quick sentence before switching away - future you will appreciate it.
5. Protect your focused work
If you know a task requires deep concentration, treat that time as you would an important meeting. Protect it wherever you can, and let people know you're unavailable during that period.
Remember, everybody’s brain is different
What works for me might not for you, and what works for you might not for someone else. It’s all personal to you, your life, your business and your needs. And, if these, or reducing context switching in general, is something you need help with...I'd love to support you, so get in touch.
Until next time, when I'll be talking about decision-making in the context of... well, context switching, and what causes it, based on real studies. See you then.
About Katie, Executive Assistant and Founder of Katie Rodwell Remote Executive Assistance
Meet Katie! Your executive assistant and behind-the-scenes support for your small business. She’s also your personal cheerleader because we all need an extra clap to keep things moving.
And she’ll be the first to remind you to celebrate yourself, too.
If you're looking to outsource tasks such as admin, social media, calendar management, email management, and more, book a free consultation below.
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