In an age where your inbox fills faster than you can breathe and every app competes for your dopamine, bestselling author and behavioral design expert Nir Eyal believes we’re asking the wrong question.
It’s not “How do I stop being distracted?”
It’s “What am I trying to escape?”
On a recent episode of The Ginni Show, Eyal shares how a single, seemingly insignificant moment with his daughter shattered his illusion of presence and ultimately transformed his life. That wake-up call became the foundation for his book Indistractable and a simple truth entrepreneurs ignore at their own peril:
“Distraction isn’t about the thing pulling you away. It’s about what you’re trying to avoid.”
Here are five key takeaways from his conversation with host Ginni Saraswati that every founder and business builder should take seriously.
1. Your Phone Isn’t the Problem. Your Pain Is.
“Only 10% of our distractions come from external triggers,” Eyal explains. “The rest? They’re internal. Boredom. Stress. Anxiety. Loneliness.”
Most entrepreneurs are living with constant internal pressure — fear of failure, self-doubt, and imposter syndrome. Reaching for Slack or Twitter isn’t the problem. It’s a symptom.
To fix your focus, you need to fix how you relate to discomfort.
2. Time Management Is Pain Management
Every decision you make, says Eyal, is about escaping discomfort. “Even desire — even the feeling of wanting something — is an uncomfortable state.” That’s why we procrastinate on big projects and dive into busywork. We’re seeking relief, not results.
So what if time management isn’t about better calendars, but better emotional regulation?
3. To-Do Lists Are Sabotaging You
Most entrepreneurs live and die by the to-do list. Eyal thinks they’re making us less effective.
“Tasks without time are just wishes,” he says. Instead, he teaches time blocking: assigning specific hours for specific values-aligned work. It’s not about finishing everything. It’s about measuring input — how long you worked without distraction.
You’re not trying to “get things done.” You’re trying to become the kind of person who shows up when they said they would.
4. Build a Personal Identity Around Focus
This is the most underrated hack in the book: identity.
When you call yourself indistractable, you behave accordingly. It becomes a part of who you are, like being vegan or sober. “I don’t reply instantly because I’m indistractable,” Eyal says. “It’s just who I am.”
As a founder, identity is leverage. Shape yours on purpose.
5. Creativity Needs a Container
Founders often resist structure, claiming it kills creative flow. But Eyal insists it’s the opposite. “If you’re a professional, you don’t wait for the muse. You show up.”
He even used a literal “concentration crown” with his daughter to signal focused work time. Whether you use headphones, calendar blocks, or Post-Its, the principle is the same: protect your time like your business depends on it—because it does.
Focus Is the Founder’s Edge
Whether you’re leading a startup, launching your next product, or just trying to make it to Friday with your sanity intact, focus is the edge.
You don’t need more productivity apps or another caffeine-fueled sprint. You need to become the kind of entrepreneur who follows through, even when it’s hard, especially when it’s hard.
As Eyal puts it:
“When you become indistractable, you decide your life in advance—so you don’t look back with regret.”
