Hello from Amsterdam. iGB is rocking, this is always one of my favourite conferences of the year. Thankfully, I had time to write this well in advance of my arrival here… I’ve barely had time to sleep, let alone write!

I’ve been busy discussing lots of tactical and strategic iGaming concepts recently. But it doesn’t matter unless you have the time to implement them. So, remember my first essay about the Productivity Paradox? How being busy doesn't equal being productive? Well, today, we're taking that idea and making it practical.  

I want you to imagine getting more done in less time, with less stress. It’s a quest I’ve been on since starting Belianin. I’m not a ninja at it yet, but I’ve learned a lot of good things along the way.

It’s my hope that by reading this, you can become just a tiny bit more productive, save time, and feel less stressed in your own life.

So, I’ll break down the concepts I’ve discovered, show you how to implement them, and address the unique challenges we face in iGaming. By the end, you'll have a concrete strategy to reclaim your time and attention, giving you a real edge.

The Power of Deep Work

One of the biggest obstacles to us being truly productive is having time to do deep and meaningful work. Too often, we’re caught in firefighting mode, never having the time to sit with a single focus and give it a 10/10 effort.

In other words, it's the kind of work that creates real value and is hard for others to replicate.

Think about the last time you were completely immersed in a task, losing track of time. That's deep work. Now, imagine harnessing that state regularly. Deep work isn't just about productivity; it's about producing work that matters.

I think of Bet365's founder, Denise Coates. In one of her rare interviews 12 years ago, she said that Bet365 was initially a 24-hour job because we work in a 24-hour industry. That’s the nature of the game we’re playing. But I guarantee she wouldn’t have led Bet365 to where it is now if she had let herself get swept up by the industry’s demands and not productively used her time on the things that matter.

Deep work is also about what happens when you’re not focused. There’s a concept that Cal Newport speaks about called “attention residue”. Every time you switch tasks, a part of your attention remains stuck on the previous task. It's like mental velcro, and it significantly impacts your cognitive performance.

By dedicating uninterrupted time to a single task, you're not just being more productive – you're allowing your brain to fully engage without the drag of attention residue.

Time Blocking: The Foundation of Deep Work

Time blocking is your secret weapon for achieving deep work. It's simple: instead of a to-do list, you schedule specific blocks of time for tasks in your calendar to work on specific tasks.

Here's why it works:

1. It forces you to confront the reality of finite time. You can't fit 20 hours of work into a 10-hour day.
   

2. It reduces decision fatigue. You're not constantly figuring out what to do next.
   

3. It creates a shield against distractions. "Sorry, I'm in a focused work block" becomes your new mantra.
   

4. It helps you accurately estimate how long tasks take, improving future planning.

Market conditions change rapidly, and new opportunities arise constantly in our industry, so time blocking gives you control. It ensures you're not just reacting, but proactively driving your business forward.

In this context, your calendar is your time budget. Just as you wouldn't overspend money, don't overspend time.

I know what you’re likely thinking now… This sounds too rigid, and everyone needs me. But time blocking isn't about rigidity; it's about intentionality. There are ways to manage your time to fit in deep work and also be there for people… but it’s going to take some planning.

Trust me, though, it’s worth it.

How I Put Deep Work Into Practice

So how do you actually make time for deep work? Like I say, it takes some planning. I know, it took me a while to incorporate into my schedule. But I’d say that I’m the most productive I’ve ever been.

That’s no BS either, I have hands-on involvement in 5 businesses and I’m dedicating time to a few more. These businesses are quite different, too, so they require different skill sets and areas of my brain to manage. Blask is deeply analytical and technical, while our new brand, 15m, requires me to be far more creative. Task switching, in this case, is a b*tch.

So not only did the amount of work, and the cost of task switching within that work increase, but the number of people who need my attention increased, too. If I didn’t make this change to how I worked, life would be impossible for me.

Here’s how I got started with time blocking and deep work:

#1: I assessed my current time usage. I needed to understand how I was currently spending my time. I kept a simple diary, and I immediately saw where my time was going between the businesses (not always in productive places)

#2: I also kept a diary of when I felt most productive during the day. When was I pumped? When was I tired? What events proceeded those slumps? How much sleep did I get? Did I drink alcohol the night before? Had I been at a conference and then felt drained all week? (we all know that one!)

It’s important to recognise when your energy levels are highest so you can structure your day in the most optimal way. Do high-level “deep work” tasks when your energy flow is highest, and more monotonous tasks when you’re slower.

And also, to notice patterns in your behaviour that drive your energy levels. After a period of time, load your journal “data” into ChatGPT and ask it to look for any behavioural patterns. I find it helps you to optimise your energy levels.

(As it turns out, those few beers to switch off, were having a negative impact. Who knew?)

#3: Then I created a framework for my week in an empty calendar, blocking out time for when I would do different categories of work:

• Deep work sessions (I personally aim for 2 hours each per day)

• Shallow work (emails, admin tasks)

• Meetings (try to batch these and be intentional about the meetings I take)

• Personal time (including a morning routine and breaks)

#4: On Sundays, I plan for the week ahead, but it’s never that easy when you need to be dynamic. So, at the end of the work day, I review the following day’s schedule and adjust as needed.

#5: To make my days as efficient as possible, I apply different techniques to retain focus:

• Batching similar tasks together.

• Work in focused 25-minute sprints, known as the Pomodoro technique.

• Theme entire days into higher-level categories (it may be a different business on each day… not always possible!)

#6: At first, my calendar looked crazy. Tasks and meetings were packed tightly like sardines in a can. So, I tried to give myself 10 minutes between tasks, as things inevitably overran.

#7: Then the key to making all of this work was to treat scheduled blocks as unbreakable appointments. You need to get buy-in from your team that when you're in deep work, you're unavailable unless it's truly urgent. So embed a proactive, rather than reactive culture in the business.

#8: After your first week of this, some things will work well. Others will be a disaster, so reviewing this every week to see how you can improve is really important.

You’ll feel resistance to this. I’ve seen first-hand the work practices of many within our industry. They’re always on, fire-fighting the demands placed on them. But just because things have always been done like that, doesn’t mean they should continue.

In fact, the nature of iGaming means that you should work more intentionally to control your time, right?

How I’m Turbocharging Things

So there are the basics… you may want to focus on that first, and once you’ve nailed it, dive into some more advanced strategies that I’m now playing with.

#1: I pick a “deep work philosophy”. You can read about these more online. For me, the philosophy that works best is “rhythmic”, which means scheduling specific times every day. It builds consistency, and my brain knows when it’s time to focus. I’ve ritualised it to some extent like a footballer walking down the tunnel about to play a game.

#2: I had to learn that it’s not rude to say “no,” whether that’s literally saying no or completely ignoring something (like a random email outreach message). I got my head around this by remembering that every time I say “yes” to something that isn’t a priority, I was effectively saying “no” to something that is a priority, like a piece of important work or even my sleep.

#3: Sometimes, you need to shock yourself into deep work mode. I’m taking a page from Bill Gates' playbook with his famous "Think Weeks". I’m trying to implement this into my conference schedule before things get chaotic. Time alone, in my hotel room, nothing but me and my laptop. The change of environment is really helpful (just check if the hotel has good WiFi!!!)

#4: I’ve been using what is known as the "Capture, Configure, Control" system for managing the tasks that fly at me, and it’s working well:

• Capture: I use a trusted system (Notion) to capture all inputs – ideas, tasks, requests in my “inbox”.

• Configure: During a daily planning session, I turn these inputs into concrete actions and schedule them.

• Control: Then I stick to my plan during the day, only deviating for true emergencies.

#5: Before I schedule tasks, I put them through the "Focus Funnel": For each task, I ask:

• Can I eliminate it?

• Can I automate it?

• Can I delegate it?

• If not, schedule it.

This ensures I’m only time-blocking for tasks that truly require my attention.

#6: Then I realised that I was burning myself out by only time-blocking work. And what was the first thing to decline? Yep, my personal time suffered. So, I’ve started blocking out time to spend with my wife, to look after myself, and to recharge.

#7: I've recently started implementing what Cal Newport calls a "shutdown ritual." I take about 15 minutes to wrap things up properly at the end of each workday. I review my task list, quickly scan my inbox for anything urgent, and, most importantly, I plan for the next day. But here's the key part: once I'm done, I say out loud, "Shutdown complete." It sounds a bit silly, but it's a powerful psychological trigger.

It signals to my brain that work is over for the day and helps me transition from work mode to personal time, reducing work-related stress in the evenings. Plus, it ensures I start each day with a clear plan, rather than in reactive mode. 

Reclaiming Your Time and Attention

We've covered a lot of ground. I guarantee you that if you implement this, or at least some of it, you’ll be more productive. I’ve seen this first-hand. But it won’t be easy – so let’s finish with a reminder of the benefits (and remind yourself of this every time you feel resistance):

• Increased productivity and output

• Enhanced ability to solve complex problems

• Improved strategic thinking and decision-making

• Reduced stress and better work-life balance

• And a competitive edge

This could be a case of evolution, not revolution too. I know for some of you, it’s not that easy because of the demands the businesses you work for place on you. So start small, and lead by example. Show others the benefit of this, and inspire a cultural change.

Now, I challenge you to implement one strategy from this week's essay. It could be a daily one-hour deep work block. Or perhaps it's turning off notifications for an hour a day. Start small, but start now.