A project in Gilke land is anything that takes time, energy, and attention. Most peak performing creatives after four to six hours are sort of at the limit of what they can do. When I say work, it's not the four letter thing that you want to get away from. We have this myth that we can do eight to 10 hours of that kind of work every day. In reality, especially when you start looking at the D institutionalization of things, the reality is you probably need to be planning on two of those like two 90 to 120 in a blocks of time.

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