Protected time: Why we need it – and how to actually keep it protected

You open your calendar and think: “Perfect. I’ve got the whole afternoon to focus.”

You block the time to finally… 

• Work on your website

• Reach out to potential clients

• Read that new guidance

• Map out content for your next newsletter

• Or just breathe and think

And then… a client emails. Someone suggests a “quick” call. You tell yourself you’ll just check LinkedIn for a minute...

And suddenly, it’s 4:30 pm and that protected time? Gone.

If this sounds familiar, you’re not alone.

What is “protected time”?

Protected time is exactly what it sounds like: time you intentionally set aside to focus on something that matters – and that isn’t for anyone else. No meetings. No deliverables. No urgent requests from clients.

Just the time and mental space you need to work on your business, not in it. To plan. Reflect. Learn. Build. Catch your breath.

The problem? We’re often the first to sacrifice it.

Why it’s so important (especially for freelancers)

Your days are probably shaped by deadlines, revisions, and client expectations. Most of our work is reactive by nature – which makes proactive time hard to justify.

But without protected time:

• You get stuck in execution mode

• You put off the projects that would make your life easier later

• You never quite get ahead – just slightly less behind

• And eventually… you burn out or plateau

Protected time is what allows you to think like a business owner, not just a service provider.

 

What does protected time actually look like?

It doesn’t have to be a week off in a cabin in the woods (though no judgment if that’s your dream).

It could be:

• 90 minutes every Monday morning for strategy and admin

• One “no client work” day per month

• A 3-hour block once a week to work on your newsletter, course, or template library

• One quiet afternoon for research and training

It can be small – but it has to be intentional.

Why it gets overridden (and what to do about it)

“It’s just for me, so I can move it.”

This is the biggest trap. Because it’s not urgent, we treat it as optional. But this is the work that keeps you growing, relevant, and sane. Treat it with the same respect as a client deadline.

“But what if something urgent comes up?”

Things will come up. The trick is to plan for that. Build buffer time into your week, so you don’t have to steal from yourself.

“I don’t even know what I’d use it for.”

That’s exactly why you need it. Even 60 quiet minutes can help you zoom out and spot what needs your attention. You need space to think, not just react.

How to actually protect your time (for real)

Here are a few things that work – for me, for mentoring participants, and for freelancers I know:

1. Put it on your calendar with a clear label.

Not “block” or “admin.” Use specifics:

• Update pricing sheet

• Newsletter writing

• Quarter planning

• Check in on goals

2. Treat it like a client booking.

If someone asks for a call during that time, say: “I’m booked then, but I’m free after 3.” You don’t have to explain it’s a booking with yourself.

3. Turn off distractions.

Silence your phone. Close your inbox. Put Slack/Teams on Do Not Disturb. If it helps, change your location – work from a café, a library, or a different corner of your home.

4. Have a “deep work” list ready.

When the time comes, don’t leave it up to your mood. Keep a list of meaningful tasks you never seem to get around to. That way, you can dive in without thinking twice.

5. Be consistent.

 Like exercise, the value builds over time. One protected session won’t change your business. But protecting your time every week? That’s when things shift.

What to use protected time for

Here’s a shortlist from my own routine and what I recommend in mentoring sessions:

• Reviewing or raising your rates

• Updating your CV, website, or LinkedIn

• Planning your next quarter (instead of scrambling through the current one)

• Creating a new offer, template, or package

• Reviewing your clients – and gently phasing out the ones that drain you

• Learning a new skill or getting comfortable with a new format (e.g. slide decks, PLSs, copy adaptation)

• Catching up on guidance or trends in your field

• Writing that post or article you’ve had in your head for months

Protected time is also when you remember why you chose this path – and what kind of work you want more of.

Your time is already valuable. But your uninterrupted time? That’s gold. So next week, block a slot just for you – and defend it like it’s a client deliverable. Because in many ways, it is. It’s the deliverable that keeps you focused, energised, and building the kind of career you actually want.