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# Kelford Labs Daily: Give yourself less time
- URL: https://kelfordinc.com/kelford-labs-daily-give-yourself-less-time/
- Published: 2024-05-06T10:24:25.000Z
- Updated: 2026-01-27T15:23:14.000Z
- Description: Set a timer and get to work.
- Author: Joel Kelly
- Tags: Daily Labs, writing, content, creative, constraint, clarity, action

> “I think we could say that the creativity of an idea works in inverse proportion to the amount of time available and the number of people involved.”  
>  
> — Howard Gossage, How to be Creative about Next to Nothing at All

When it’s time to write marketing content, it’s easy to give ourselves *too much* time to do it.

Creativity is a product of [*constraint*](https://kelfordinc.com/daily-lab-missing-constraints/). The best ideas rarely come from indefinite timelines or unlimited opportunities.

**They, instead, often come from a sense of urgency—the constraint of needing to get *something* done, now.**

Once there’s a constraint in place, ideas that can’t work, won’t work, or that we don’t *want* to work on fall away. And what we’re left with is the one or two ideas that we *can* execute and are interested in tackling.

So if you’re struggling to create marketing content, making it seem *harder* might actually make it *easier*.

**Set yourself a 25 minute timer and commit to having *something* done before it goes off.** 

You’ll find that what you’ve created is probably better, clearer, and more helpful than if you’d given yourself unlimited time to work on it.

**So, are you ready? Set a timer, get to writing, and get it done.**

📫

Feedback? Email labs@kelfordinc.com