I usually don’t like to start an article by jumping straight into science, but for those who may not understand the key concept in its title, let’s cover a few basics from Neuropsychology 101.

We humans have a unique ability to think about the future, make complex plans, and control impulses in ways that other animals can’t. This ability lets us set goals, think creatively, and adapt to new situations, enabling everything from building cities to writing stories. Psychologists call this ability Executive Function (EF), and it’s our brain’s way of monitoring and controlling our behavior.

Executive Function is made up of three basic cognitive processes:

• Inhibitory Control: which prevents impulsive or inappropriate responses to stimuli; self-regulation.
• Working Memory: to hold and utilize information in the short-term; recollection.
• Cognitive Flexibility: to shift attention between multiple tasks or concepts; problem-solving.
• These basic functions can be combined to create Higher-Order Executive Functions like reasoning, problem-solving, and planning.

While each of these processes is essential for anyone aiming to perform at the highest level, cognitive flexibility plays a particularly central role in the entrepreneurial experience. This is because cognitive flexibility allows us to adapt to rapidly changing environments make swift, effective decisions. It enables entrepreneurs to navigate the complexities of dynamic environments , pivot strategies, explore diverse solutions, and respond proactively to unforeseen challenges (Gartner & Liao, 2012; Haynie et al., 2012). Moreover, cognitive flexibility is closely linked to creativity, innovative thinking, and resilience - qualities that are crucial for managing uncertainty and capitalizing on emerging opportunities (Weick & Sutcliffe, 2007).

In short, entrepreneurs with greater cognitive flexibility tend to exhibit superior problem-solving abilities, can switch between complex tasks quickly and effectively, and are better equipped to efficiently balance their multiple roles within their ventures (Lerner, Hunt, & Verheul, 2018). So if you’re as committed to upskilling your entrepreneurial chops as I am, learning how to increase your cognitive flexibility is a great place to start.

And since I’ve yet to meet a founder, particularly in the early stages, who doesn’t wear many different hats - jumping from strategy to product to sales and so on - the first step is understanding how your daily experience influences your cognitive flexibility. This begins with recognizing the high degree of task-switching that occurs in your daily routine.

The Science of Task Switching

Task switching is something we all do, but for entrepreneurs, it happens frequently and with added complexity. Picture this: you’re working on a pitch deck, then a notification pops up - suddenly, you’re paying invoices. A call comes in, and now you’re on a sales call. Minutes later, you’re back to the pitch deck. We founders often jump from one aspect of our business to another in minutes or even seconds - moving from working on a pitch deck to paying invoices, to a sales call, and back again. But it’s also how we might pause mid-task to check an email or answer a call while reading an article. While some task switching is unavoidable, other times it’s simply an unnecessary distraction. Sometimes it feels fluid and productive; other times, it leaves us mentally drained and scattered.

Research shows that the way we frequently switch tasks has a big impact on how we build and maintain cognitive flexibility. To understand how we can do this better, we need to look at what’s happening in the central command center of our brain.

At the core of effective task switching is the concept of a Mental Set - the mindset we use when starting a task. This includes the rules, strategies, and expectations that guide us in getting things done. Our prefrontal cortex, particularly the dorsolateral prefrontal cortex (DLPFC), plays a key role in keeping track of our goals and strategies for each task (Miller & Cohen, 2001). The more we use certain strategies, the more our brain adapts, making those tasks easier and faster to perform. However, this adaptation can make it harder to change our strategies when a new approach is needed.

But as our brain adapts to certain strategies, it can also become resistant to change, making it harder to switch to a new approach. This is known as Task Set Inertia - the difficulty our brain has in moving from one mental set to another, which can slow down task switching. This happens because our brain’s circuits are still active from the previous task. When we’re deeply focused on one task, it becomes harder for our brain to let go and shift to a new one, causing delays and making transitions less smooth (Allport et al., 1994). This lingering activity can interfere with starting the new task, leading to slower and less effective performance.

Once our brain overcomes task set inertia, its next challenge is transitioning to the new task effectively. This is where Task Set Reconfiguration comes into play - our brain must activate new neural networks while suppressing those from the previous task. Efficient reconfiguration is crucial for good performance during task switching, but it requires significant cognitive effort and resources. This effort is what we refer to as the Switch Cost - the mental effort and time delay that comes with transitioning from one task to another. The switch cost happens because our brain needs to reconfigure processes like attention and working memory to handle the new task. The greater the difference between tasks, the higher the switch cost, as the brain needs more time and energy to adjust (Monsell, 2003).

Even after switching tasks, we might not be fully free of the previous one. This is known as Attention Residue - when thoughts or mental processes from the previous task linger and interfere with the new task. This happens because we haven’t fully disengaged from the last task, causing our focus to be split. This can be seen in brain scans, where the neural networks from the previous task compete with those needed for the new one (Leroy, 2009). This lingering activity can reduce our cognitive efficiency and increase mental fatigue, as our brain struggles to allocate resources effectively.

Building Cognitive Flexibility

Cognitive flexibility - our brain’s remarkable ability to pivot between different thoughts, tasks, or strategies - is the secret weapon for thriving in the unpredictable world of entrepreneurship. This mental agility allows us to smoothly transition from one role to another, seamlessly shifting our focus as the demands of the day evolve. It’s the prefrontal cortex that takes the lead in this dance, ensuring that the cognitive strain of task-switching is kept to a minimum and that our attention isn’t bogged down by what’s left behind.

Yet, while cognitive flexibility may seem like an innate gift, it’s far from being a fixed trait. Neuroscience reveals that we can actively enhance this ability through specific practices that tap into the brain’s underlying mechanisms. Imagine increasing blood flow to our brain, boosting its plasticity, and fortifying the neural pathways that govern how we manage tasks. By deliberately quieting the Default Mode Network (DMN) - the part of our brain that loves to wander - we can better focus on the present, leaving less room for mental clutter from previous tasks. The result? Minds that are not only more agile but also more adaptable, ready to switch gears without missing a beat.

So, how can we nurture this mental agility? Let’s explore six practical strategies, ranging from cognitive practices to lifestyle choices, each designed to boost our cognitive flexibility.

Behavioral and Cognitive Practices

“In the quiet of the moment, you can discern what’s really important,” says Marc Benioff, CEO of Salesforce, a 20+ year practitioner of Vipasana meditation. Benioff credits his practice with helping him maintain clarity and focus in his work, and he’s even incorporated “mindfulness zones” into Salesforce’s offices to encourage employees to meditate and recharge during the workday.

Mindfulness not only sharpens focus and quiets the mind. It’s also been shown to enhance cognitive flexibility. By reducing activity in the brain’s Default Mode Network (DMN) - that pesky source of mind-wandering and self-referential thoughts - mindfulness helps us stay grounded in the present (Brewer et al., 2011). It not only quiets the DMN but also strengthens executive function, the very mechanism that allows us to manage our thoughts and emotions more effectively (Moore & Malinowski (2009). And with improved executive function, we can more easily let go of previous tasks and adapt to new ones, making switches smoother and less mentally taxing.

For those that don’t see meditation as an option, there are plenty of quick and easy mindfulness practices that even the business entrepreneurs can incorporate into their daily routine.

• Non-Sleep Deep Rest (NSDR): Also known as Yoga Nidra, this practice involves guided relaxation that leads to a state of profound restfulness. It combines body scanning with visualizations and breath awareness to rejuvenate the mind and body, making it a powerful tool for stress reduction and cognitive flexibility.
• 4-7-8 Breathing: This technique involves inhaling for 4 seconds, holding the breath for 7 seconds, and exhaling for 8 seconds. It helps calm the nervous system and quiet the Default Mode Network (DMN), facilitating better focus and adaptability.
• Guided Visualization: This practice uses imagery and narration to direct the mind to peaceful or motivational scenarios. It’s an accessible way for busy entrepreneurs to manage stress and enhance mental flexibility by focusing their attention and imagination.

Another effective method for enhancing cognitive flexibility is Task-Switching Training. This type of training involves activities specifically designed to expand our ability to switch between tasks or rules. Karbach & Kray (2009) explored how regular practice in task-switching can lead to significant improvements in cognitive flexibility. Their research shows that this training boosts activity in brain areas responsible for attention and task management, making us more adept at switching between activities. As we become more proficient, the mental effort required for these transitions diminishes, leading to quicker and more seamless shifts between tasks - a crucial skill for any entrepreneur.

Elon Musk is a renowned for his intense, yet highly-disciplined task-switching method. His 5-minute rule schedules every day into 5-minute blocks, allowing him to switch between his numerous responsibilities with clarity and focus. While Elon’s approach is perhaps too extreme (and likely unnecessary) for most entrepreneurs, there are other much-easier-to-implement ways to train our task-switching abilities.

• Time-Blocking with Varied Tasks: This method involves setting specific time blocks throughout the day for different types of work. An entrepreneur might dedicate the first hour to strategic planning, then switch to client meetings, and later to product development. By deliberately transitioning between different tasks, the brain becomes more adept at adjusting mental sets quickly.
• Dual-Task Exercises: These involve performing two tasks simultaneously or switching rapidly between them. For example, an founder might practice answering emails while periodically switching to brainstorming ideas for a new project. The challenge of managing two tasks at once trains the brain to become more efficient at switching focus.
• Task-Switching Apps and Games: Apps like Lumosity or BrainHQ are designed to improve cognitive flexibility by having users switch between different types of cognitive tasks like puzzles or memory challenges. This helps to improve the speed and efficiency of task-switching.

Just as important is the practice of engaging in novel and complex activities. Challenging our problem-solving abilities and learning new skills pushes our brains to adapt, enhancing cognitive flexibility. Diamond (2013) highlights that cognitive flexibility is a core component of executive function and that engaging in complex tasks encourages the brain to adjust to new challenges. By consistently exposing ourselves to novel situations, we not only sharpen our ability to switch between tasks and perspectives but also build more resilient and adaptable minds, capable of managing the complexities of entrepreneurial life.

Richard Branson is arguably the greatest entrepreneur-adventurer of the past 50 years. Whether it’s ballooning across the ocean, going to space, or kitesurfing the Caribbean, Branson has been tackling novel and complex activities as long as most of us have been alive. But these adventures aren’t just hobbies, but have contributed to his brain’s ability to think creatively and adapt to new business opportunities.

Now most of us don’t have anywhere near the time or means of a Richard Branson. Fortunately we can find novelty and complexity in more accessible ways.

• Learn a New Skill: Picking up a new hobby, such as an instrument, language, or sport stimulates our brain and enhances our cognitive flexibility by forcing it to adapt to new patterns and rules.
• Complex Problem-Solving Tasks: Engaging in activities like strategic games, puzzles, or simulations can challenge our brain to adapt to evolving scenarios and enhance cognitive flexibility. This can be anything from a game of Sudoku or some time with a Rubik’s cube to an escape room game or a paintball league.
• Creative Projects: Taking on creative projects pushes the brain to explore new ideas and perspectives that build resilience and flexibility. Creative writing, designing a room, or making art all affect our brains in a similar way.

Physiological and Lifestyle Interventions

“Exercise is really important to me - it’s therapeutic. If I don’t exercise, I’m not as sharp mentally,” says Mark Cuban, billionaire entrepreneur and owner of the Dallas Mavericks. Cuban incorporates daily workouts into his routine, often mixing cardio, weight training, and sports like basketball. He credits regular exercise with keeping his mind agile, allowing him to stay focused and make sound business decisions.

Naturally our brain health plays a vital role in maintaining and enhancing cognitive flexibility. And physical exercise is a cornerstone of brain health, shown to improve our ability to switch tasks effectively. Regular aerobic exercise increases brain plasticity - our brain’s ability to change - and boosts blood flow, strengthening the connections between our prefrontal cortex and other areas involved in cognitive control (Hillman et al., 2008). It’s been shown that even one session of aerobic exercise can significantly improve our cognitive flexibility by reinforcing these neural connections (Colcombe & Kramer, 2003) .Additionally, exercise helps reduce activity in the Default Mode Network, helping us maintain focus on the task at hand.

For busy entrepreneurs looking to integrate physical exercise into their routines, here are three easy ways to get started:

• Morning Aerobic Sessions: Engaging in aerobic exercise like running or cycling first thing in the morning can enhance cognitive flexibility by increasing blood flow to the brain, boosting neuroplasticity, and preparing your mind for the day’s challenges.
• Active Breaks: Taking short, active breaks during the workday, such as brisk walks or stretching, helps maintain mental agility. These breaks reduce cognitive fatigue, clear the mind, and improve your ability to switch between tasks effectively.
• Complex Sports: Participating in sports that require strategy and quick decision-making like tennis or basketball can enhance cognitive flexibility. These activities challenge your brain to think on its feet, adapt to changing scenarios, and improve overall mental resilience.

Prioritizing sleep and rest is another critical factor for keeping our brains sharp and ready for the demands of task switching. Adequate sleep not only supports memory consolidation but also plays a key role in keeping our brains adaptable and capable of integrating new information. Walker & Stickgold (2006) found that sleep bolsters brain plasticity, essential for effective task switching. By regulating the activity of brain areas involved in cognitive control, sufficient sleep ensures that these regions function optimally during the day. Furthermore, proper rest reduces mental fatigue, allowing for smoother transitions between tasks without being bogged down by residual thoughts from previous activities.

“I prioritize sleep. I think better. I have more energy. My mood is better. All these things make a difference” says Jeff Bezos, who has long prioritized getting eight hours of sleep each night to help him think more clearly and make better decisions. That’s why Bezos always schedules his most challenging work for 10am, the optimum time in his circadian cycle for peak cognitive horsepower.

But for those that don’t have the same schedule flexibility as one of the world’s richest men, there are other, easy-to-implement ways to dial in our sleep for maximizing our cognitive flexibility.

• Consistent Sleep Schedule: Going to bed and waking up at the same time each day helps regulate our body’s internal clock, ensuring more restorative sleep. This consistency enhances brain plasticity and supports smoother cognitive transitions during the day.
• Power Naps: Incorporating short naps of 10-20 minutes during the day can boost alertness and cognitive performance. These brief rest periods help reduce mental fatigue and improve our brain’s ability to switch tasks effectively.
• Wind-Down Routines: Establishing a calming pre-sleep routine, such as reading, meditation, or light stretching, signals our brain that it’s time to rest. This improves sleep quality, allowing for better memory consolidation and cognitive flexibility the following day.

Finally, maintaining a healthy diet rich in nutrients that support brain health and cognitive flexibility can significantly enhance our brain function. Omega-3 fatty acids, found in foods like fish and flaxseeds, are particularly important for maintaining healthy brain cells and improving communication between them. Gómez-Pinilla (2008) demonstrated that these fatty acids play a crucial role in promoting brain plasticity and reducing inflammation, both of which are key to cognitive flexibility. Additionally, antioxidants protect our brains from oxidative stress, helping us remain sharp during task switching. And essential vitamins, such as B6, B12, and folate, further support neurotransmitter production and overall brain function, ensuring optimal cognitive performance.

“Your diet is a bank account. Good food choices are good investments,” says Bethenny Frankel, entrepreneur and founder of Skinnygirl. Frankel, who built her brand around healthy living, knows the importance of nutrition in maintaining both physical and mental well-being. She attributes her ability to manage a demanding career and multiple business ventures to her commitment to a balanced, nutrient-rich diet.

We don’t need to be a healthy lifestyle expert to add more brain-based inrgedients into your diet.

• Omega-3 Fatty Acids: Making sure we get enough omega-3s in our diet is critical for our cognitive function, as the DHA (docosahexaenoic acid) they deliver aids in our brain’s ability to form new neural connections. Although foods like salmon, walnuts, and flaxseeds are great sources, many leading experts like Dr. Rhonda Patrick recommend 2-4g of Omega-3s per day, which is likely easiest to consume in supplement form.
• Antioxidants: Incorporating antioxidant-rich foods like berries and leafy greens into our meals protect our brain from oxidative stress. This helps us maintain sharp cognitive function and enhances our ability to switch between tasks. Getting enough Vitamin C (oranges, strawberries, Broccoli, bell peppers) and Vitamin E (almonds, sunflower seeds, hazelnuts) is a great place to start before leveling up with supplements like curcumin, CoQ10, Alpha-Lipoic Acid, or Resveratrol.
• B-Vitamins: Ensuring we get enough B-vitamins, particularly B6, B12, and folate, through foods like eggs, legumes, and leafy greens. These vitamins are essential for neurotransmitter production and overall brain function, supporting our cognitive performance and flexibility.

The Big Picture

Cognitive flexibility isn’t just about our ability to switch between tasks seamlessly. It’s about teaching our brains to perform at a high level under the unpredictable conditions of entrepreneurship. This mental agility enables us to pivot quickly, solve complex problems, and stay resilient in the face of challenges, while transitioning smoothly between the diverse demands of our roles without losing focus or momentum.

The best part? Cultivating efficient task-switching and cognitive flexibility doesn’t require a complete overhaul of our lives. These abilities can be nurtured through small, intentional habits that we can integrate into our daily routines with minimal effort. Whether it’s a morning run, learning a new skill, or simply prioritizing a good night’s sleep, these practices build a strong foundation for mental resilience and effective task management. They allow us to remain focused, adaptable, and ready to seize opportunities as they arise.

As founders, we know the odds are often stacked against us, and most of us understand that the path to success isn’t just about hard work; it’s about working smarter. By investing in our cognitive flexibility and refining our abilities to task-switch with less cognitive load, we’re building our own performance models that help to keep big entrepreneurial mistakes to a minimum. After all, the best entrepreneurs are those who are continual equip themselves with the mindsets and skills to face whatever comes their way.

References

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