Skip to main content
 /  Around 7 minutes to read

Manufactured Urgency

I didn’t really work for three days.

It was one of those weekends where I couldn’t bring myself to open the laptop for more than an hour. So I took walks and played guitar for the first time in months. I did mostly nothing in particular. And you know what? The world kept turning.

Manufactured Urgency

What stayed with me from that weekend was how close I came to ruining it.

The whole three days I had a low hum of guilt about not shipping, not coding, not even reading something work-adjacent. I mean, I didn't even publish an article on this blog, which is something I've been doing semi-diligently for months now.

It was a long 3-day weekend in Canada. By Monday afternoon I was actively negotiating with myself about whether I should just check my emails. There was nothing in the email that needed checking and I knew that, and I almost checked anyway.

If nothing was on fire, why did it feel like something might be?

The Story I Tell Myself

The indie hacker version of urgency runs on a feed of other people shipping.

Twitter is full of people announcing launches, posting MRR screenshots, talking about their weekend grinding sessions. Newsletters arrive on Sunday morning with subject lines that imply everyone else is already deep in their week.

Fuck that. None of that is responding to anything real on my end.

There’s no race. The other person shipping doesn’t take anything away from me, the MRR screenshots are someone else’s business, and the Sunday newsletter was probably written on Tuesday and scheduled to send.

The whole thing is just theatre, and I know it’s theatre, and I still let it set the pace.

The feeling it creates becomes the operating system though. I’ll check Stripe on a Saturday night for no reason, open the DailyPhotoTips SEO dashboard before dinner to look at Google Search Console numbers and DR or DA that haven’t changed since lunch. Hell, I'll write to-do lists at 11pm for tasks that have no deadline.

None of that activity produces anything beyond the texture of being plugged into a culture that treats constant motion as the price of legitimacy.

I internalized the urgency, started acting like it came from somewhere outside me, and by now being almost-at-work is just what I do.

What Actually Got Done While I Was Gone

The DailyPhotoTips and TheDailyPreset emails went out on schedule every morning, the way they go out every other morning, while new subscribers signed up through forms that work and search traffic that kept arriving.

Stripe processed payments on my SaaS. Oh and this blog didn't die, and the server kept running. None of those things require my attention to do their job.

Every one of those things ran without me, which is exactly how I built them.

The forms, the scheduling, the payment processing, the hosting, the deliverability are years of small decisions that added up to a portfolio capable of operating whether I’m at the laptop or going for a walk.

I’ve written before about how this kind of slow infrastructure work is its own competitive advantage, and a weekend like this is where I get to see the dividends. I'm glad, cause I needed the time off.

The disconnect is that the work to create those systems was intense.

There were weekends 5 years ago where I really was grinding, where stuff would have broken if I hadn’t shown up. That experience left a residue, and the reflex to be at the laptop comes from a time when being at the laptop actually mattered.

The systems have moved on while the reflex has stayed in place. I built the businesses to free myself from needing to be there, and then forgot I did. Interesting, right?

Where The Ideas Actually Come From

Grinding fails to produce my best work, and I keep relearning this even though the pattern has been consistent for years.

Most of the article ideas I’m proud of came on walks. Most of the structural insights about what to write or build came after I’d stepped away from the thing entirely. The day job piece I just published was something I’d been circling for weeks at the laptop, going nowhere, and it finally clicked together on a Saturday morning before I’d opened any apps.

Funny how that works.

There’s a body of research on this that’s worth being aware of. A recent study published in Scientific Reports found that mind wandering during creative incubation predicts increases in creative performance, and the shower effect research led by Zachary Irving at the University of Virginia describes how moderately engaging activities like walking or showering help the brain strike the balance between focused thinking and free association that staring at the screen makes harder.

Your brain processes problems in the background, and the mode of thinking that solves them runs on a different track than the mode that pounds at them.

The implication is uncomfortable for indie hacker culture, because the whole genre runs on the idea that more hours produce more output. My hours that actually produce things tend to be the ones I’m not technically working.

Walking, showering, playing guitar for a few hours, three days of barely opening the laptop.

The work that matters keeps showing up when I stop demanding that it show up, which means the spaces between are doing the heavy lifting and the grind is the part that feels like effort while producing less of what I actually need.

Performance vs. Production

A lot of what gets called grinding is performance rather than production, and I’ve spent years being good at the wrong one.

Performing the work looks like having the laptop open all weekend, refreshing dashboards, replying to non-urgent Slack messages and emails. Or opening a doc or a note to type a sentence and closing it. It looks like screen time and effort and commitment.

From the outside, performance and production are almost indistinguishable, which is part of why the culture rewards both equally.

Production looks different up close.

It’s writing for two hours and then closing the laptop, or shipping a feature and walking away. It's being done by 3pm because the thing for the day got done. That's it.

From the outside it can look like slacking, and from the inside it’s the only configuration I’ve found that consistently puts new work into the world.

The research on this lines up with the lived experience. Stanford economist John Pencavel’s work on diminishing returns shows that productivity per hour drops sharply once weekly hours pass a certain threshold, and total output past about 55 hours per week barely moves regardless of how many additional hours get added.

The hours past that point are pure performance, with the body in a chair and the brain producing very little.

I’ve spent years doing the performance version.

Most of my Saturday afternoons used to have the laptop sitting open while I half-did something else, and most of my evenings ended with me refreshing some dashboard before going to bed.

None of that produced anything, zero. And the deeper cost was that those hours still felt like work, which meant I never replaced them with real rest.

A weekend of half-on, half-off leaves you about as depleted as a weekend of straight work, with the added cost of having shipped nothing in either case.

What The Three Days Actually Cost

Looking back at the weekend I didn’t work, the honest accounting of what it cost me is close to zero.

Revenue held, subscribers held, no opportunities lapsed, and nothing required intervention that didn’t get one. The only thing that really happened was I needed the time off and I got it. That's priceless.

The cost showed up in the currency of feeling though, which is the currency of manufactured urgency.

There was some sense of guilt for not working and the vague sense that I was falling behind. And of course there was the negotiation with myself about whether I should check email.

The benefit was absolutely real though.

I’d been carrying the same pattern of half-working weekends for months (probably years actually), never fully off and never fully on, arriving at Mondays already a little tired.

The three days actually off were the first time in a while that I had a Monday (well, Tuesday in this case actually) with a fresh brain and ideas coming back. And the block on this article I’d been stuck on dissolved on its own.

The work I did the following week felt like it came from someone who was actually rested!

That’s the trade I’d been refusing to make, mostly because the feeling of not working has been louder for me than the evidence that not working produces better work.

The Permission Slip

I’m writing this partly so I don’t have to relearn it next month.

The urgency I feel about my own projects is mostly something I made up by spending too much time inside a culture that rewards busyness.

The systems I’ve built will run on weekends without my supervision. I know this. The work that matters happens in the spaces I keep refusing to take and the grind produces the feeling of producing output rather than the output itself.

If you’re reading this and feeling the same low hum of guilt about not being at the laptop right now, take the three days (or two, or five).

Walk the dog, pick up the guitar or whatever creative thing you like. Go run the errands. The newsletter will still go out, the work will still be there.

And best of all, the world will keep turning. I keep needing to hear this, and maybe you do too.