Why your coworker is pretending to be so busy
Business Insider
February 26, 2026
AI-Generated Deep Dive Summary
In today’s competitive work environment, many employees engage in "productivity theater," which involves appearing busy rather than actually being productive. This phenomenon is particularly prevalent due to growing concerns about layoffs and job displacement by AI. Workers often demonstrate their dedication through visible metrics like sending numerous emails or attending multiple meetings, even if these activities don’t translate into tangible results.
The article highlights how fears of unemployment and automation have intensified the need for employees to prove their worth. For instance, Taylor Goucher, a sales and marketing executive, recalls how his team focused on high activity levels, such as sending thousands of emails or attending numerous conferences, rather than achieving concrete outcomes. This approach often leads to burnout and disengagement, as employees prioritize appearing productive over actual results.
Joe Fontana, a sales consultant, explains that automation tools can amplify this trend by enabling workers to send vast numbers of messages quickly. While this may impress managers, it doesn’t necessarily drive sales or meaningful customer interactions. He emphasizes the importance of shifting focus from quantity to quality, urging employees to prioritize substantive conversations and real outcomes over mere activity.
Ultimately, productivity theater can mislead both employees and employers. Managers might be fooled into thinking high activity equates to success, while employees may feel pressured to engage in meaningless tasks just to appear busy. This disconnect can hinder team performance and stifle innovation, making it crucial for organizations to redefine success based on outcomes rather than superficial metrics.
Businesses must address this issue by setting clear, outcome-focused goals and encouraging a culture that values results over appearances. By doing so, they can foster more authentic productivity and create a healthier, more effective work environment.
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Originally published on Business Insider on 2/26/2026