Today’s cognitive environment feels busier than ever. Between countless browser tabs, overlapping tasks and a constant stream of information, staying focused has become a creative challenge in itself.
In a guest trend piece for Creativebrief, Patricia Lefébure, Executive Creative Director at eight&four, explores what it looks like to navigate this mental clutter, and why closing tabs, literally and metaphorically, can help make space for the thoughts that matter.
Patricia’s perspective reframes chaotic attention not as a flaw to eradicate but as a starting point for deeper thinking. Open tabs and half-formed ideas are not inherently wasteful. They show curiosity, exploration and the early stages of creativity. But without purpose and prioritisation, this noise can quickly morph into overload.
Rather than chasing perfect focus, Patricia argues for an intentional approach to mental clutter. That begins with recognising that not all tabs are equal, and not all ideas must be acted on immediately. Choosing what to close makes room for depth, clarity and higher-quality thinking.
For creative professionals, this shift has practical impact. Great ideas rarely arrive fully polished. They often emerge from loose exploration, paused thoughts and the steady accumulation of context. But equally, insight requires room to see patterns, make connections, and let ideas breathe.
This insight has broader resonance for strategic work and cultural thinking. In an industry that celebrates speed and responsiveness, there is value in discerning what deserves attention and what does not. Creativity thrives not when distraction is avoided, but when the right kind of mental space is intentionally created.
Patricia’s piece encourages us to rethink productivity. Keeping tabs isn’t about control for its own sake. It is about choosing which thoughts and which interruptions deserve room to grow.
Read Patricia’s full guest piece on Creativebrief to explore this idea in more depth here.
