It was time to consolidate. Consolidate effort and output.

In my fifteen (very active) years on the Internet I've accumulated a lot — a lot of usernames, URLS, followers and friends. My digital footprint so well trodden that there remained little grip left.

Little grip...yet too much friction to focus.

Today, marks a change.

If you've ever found yourself in an infinite scroll on your social app of choice, you might be able to relate.

Over the past year I made an active effort to reduce the amount I used network tools like Instagram, Facebook and Twitter.

I incorporated Apple's iOS Screen Time features to restrict app use time, left my phone at home, even tried doing a whole screenless day.

After recently reading Deep Work By Cal Newport — I had listened to the audiobook a year earlier — I furthered my clarity around the lack of value I felt tools like Instagram brought to me.

My mate Matt D'Avella quit social media for 30 days. The results: he had more time for producing work that mattered to him and his audience.

Instagram has acted as a pacifier to avoid important work. Work that means something to me. Work that I'd look back on with fondness. Work that would push my comfort zones.

It's always been in the back of my mind: to remove my presence on social media. I had previously dismissed the idea as some elitist act drenched in self-importance and general wankery.

Maybe that's part of the trap.

So, today, I quietly turn the figurative shop window sign to closed across my social media accounts.

Excitingly for me, retiring from social media means I'll gain over an hour every single day to write over here on my blog, spend time on deliberate reading and consumption and reduce the amount of inboxes I have to think about.

I'm always just an email away if you'd like to reach out.