In When, Daniel H. Pink explores the hidden science behind timing—not just what we do, but when we do it. He argues that timing is not an art, but a science, and understanding it can dramatically improve our performance, decision-making, and well-being.
Drawing on research from psychology, biology, and economics, Pink shows that our daily rhythms follow predictable patterns. Most people move through three phases during the day:
1. Peak – best for analytical work (usually in the morning),
2. Through - a mid-day slump,
3. Recovery – good for creative tasks (late afternoon/evening).
He emphasizes that “when” matters just as much as “what” and “how.” For example, taking breaks at the right time can boost focus, and the timing of life events (like starting a new job, getting married, or switching careers) can influence their outcomes.
He also explores “temporal landmarks”—special dates or events that give us a fresh start—and how they can be used to motivate change. Whether it's the beginning of a week, a birthday, or even a new year, these moments can reset our mindset and push us forward.
In the end, when helps us rethink our schedules, habits, and life decisions through the lens of science-backed timing, so we can make smarter choices not just about what to do, but when to do it.