When

Timing, we believe, is an art.

Our lives present a never-ending stream of “when” decisions

First, our cognitive abilities do not remain static over the course of a day. During the sixteen or so hours we’re awake, they change—often in a regular, foreseeable manner. We are smarter, faster, dimmer, slower, more creative, and less creative in some parts of the day than others. Second, these daily fluctuations are more extreme than we realize. “[T]he performance change between the daily high point and the daily low point can be equivalent to the effect on performance of drinking the legal limit of alcohol,” according to Russell Foster, a neuroscientist and chronobiologist at the University of Oxford.15 Other research has shown that time-of-day effects can explain 20 percent of the variance in human performance on cognitive undertakings.16 Third, how we do depends on what we’re doing. “Perhaps the main conclusion to be drawn from studies on the effects of time of day on performance,” says British psychologist Simon Folkard, “is that the best time to perform a particular task depends on the nature of that task.”