Busy ≠ Better
- Jan 12
- 1 min read
Maddie Basso, Head of Yahoo DSP Australia, calls out the industry’s favourite fashion trend: being busy.
Back-to-back Zooms, bloated WIPs and “urgent” decks no one reads have become a badge of honour, but she argues it’s killing creativity, stunting learning and fast-tracking burnout.
Her take? Less performative busyness, more thinking time, because great work doesn’t come from a packed calendar, it comes from breathing room. Read her full op-ed below.
