What makes us feel productive as individuals makes the overall system less productive. The way in which i can be permanently busy between nine and five is to always have a backlog of paper in my entray. I think i'm being an incredibly productive person deserving of a pay rise, and there is nothing i can do to improve my productivity at an individual level. That's absolutely true. But if we all went to the pub on friday afternoon, wed proba produced better advertising in less time for less money,. no question about it.