With life getting more demanding and hectic all the time it seems there's only one way to cope - multitasking!
Gurus and life hackers make a living telling us how to get better at it.
But can we actually multitask?
The term was first used in the '60s, to describe computer performance.
The human brain, though, is not a computer and human attention is a very limited resource.
Some psychologists model visual attention as being like a spotlight.
It can only be shone in one direction at any one time.
Our primary focus - what we're paying most attention to - is like the brightly lit area in the centre of the beam.
It can also be understood as being like a zoom lens - we can choose to narrow our focus to concentrate in detail, or widen it, to be aware of more things simultaneously.
But we can't be zoomed in and out at the same time.