Inbox Zero: How we learned to — sort of — enjoy email.

TL;DR: “Inbox zero” is now an Organization-Level Agreement at GP Creative to ensure important emails never get lost. We were inspired by Nick Sonnenberg’s “Come Up for Air” to help our team move from chaotic communication toward focused, efficient collaboration.

In every intentional business, the last thing you want to do is micro-manage your employees. When organizations set standards — sometimes referred to as an Organization-Level Agreement (OLA) — the intention isn’t to restrict team members, but to ensure that every commitment truly adds value by enhancing the way our team works. At GP Creative, one OLA we’ve embraced is “inbox zero,” a powerful, practical tool for reclaiming control over our email and our attention.

Our inspiration for this OLA came from the book Come Up for Air by Nick Sonnenberg. He suggests committing your whole team to inbox zero. 

This policy addresses a long-standing issue we've dealt with over the years — what we came to call the “don’t lose it” problem… It’s too tempting to use your inbox as a running to-do list, managing things visually by what’s unread or starred. But this habit only leads to missed tasks, growing anxiety, and potentially lost opportunities.

So, what does inbox zero look like as an OLA at GP Creative?

At its core, inbox zero isn’t about deleting every email, but about making smart decisions with each message. It begins by cutting out all the clutter: unsubscribing from unhelpful newsletters or applying filters for incoming messages. Next, Sonnenberg suggests “ripping the band-aid off” by archiving all emails that are at least 30 days old. (We know this is extreme! But those emails will continue to exist in your archive in case they need to be brought back.) Finally, as new emails come in, Sonnenberg recommends taking one of these R.A.D actions:

• Reply to it, 

• Archive it, or 

• Defer the email to a later date by snoozing it.

If an email simply needs to be read, then read it and archive it straightaway; your attention is spared, and the content remains fully searchable. If a message necessitates a response, then reply right away and/or translate the email into your work management system (if more work is required) and then archive it.

Done with all that? Congratulations, you now have an Inbox Zero!

The biggest factor that can undermine this system is email overload. The number one reason inbox zero fails is a constant influx of too many unnecessary messages. That’s why, at GP Creative, we not only strive for inbox zero but also encourage good email hygiene like unsubscribing from mailing lists, limiting reply-all chains, refining our contacts, and keeping messages concise.

In summary, inbox zero as an OLA isn’t about perfection; it’s about intentionality. When we clear the digital clutter, we can focus on what actually matters, ensuring nothing gets lost and everyone can breathe a little easier. That means our clients get quicker responses and have a more satisfying creative journey with us.

For an even deeper dive on this issue, check out Cal Newport’s approach to “the hyperactive hive mind” in A World Without Email.