Performance Time

Some ideas arrive wearing uniforms. Performance Time arrives in a kurta — plain, comfortable, and ready for work.

The idea is simple, and like most simple ideas it is easy to nod at and hard to use. The nod is free. The use costs attention, every day, in small change.

Every January, the gym fills; by March, the regulars have the place to themselves again. The calendar changed nothing. The people who stayed simply stopped asking the calendar for permission.

Time is the one currency the Reserve Bank does not print more of. Keep it like a good key: accessible, unlabelled, and used often.