With all the electronics, smartphones, email and digital stuff that comes at us from every angle in this age of information overload, we not only have the opportunity to try to multitask, but many people think they are more productive by trying to do two or more things at once.

Here’s the bad news: You can’t multitask. Period.

Yes, you can shift from one thing to another, and you can do it rather quickly. But just like you cannot be in two places at the same time, you cannot think two different things at the same time or do two different things at the same time.

And, just to clarify, you might be able to do one physical thing combined with one mental thing—such as mentally pondering an issue and taking a walk at the same time. But the fact remains that you cannot do two physical things at the same time or two mental things at the same time.

A classic example of someone trying to multitask and usually failing some aspect of it is to be talking on the phone and processing email at the same time. Red alert: One of the two suffers. Either the email message is not read and understood thoroughly, or the conversation does not receive 100 percent focus. And many times, both are impacted—neither gets 100 percent focus.

I think we should call it share tasking, because none of the tasks gets our full force and effort. The 100 percent is divided.

We have all been on a phone call with someone who has appeared distant, disengaged and has asked us to repeat what we just said. Even worse, clacking can be heard in the background while that person is responding to an email message. And I hasten to guess that we have done this ourselves. This is a failed attempt at multitasking.

Or how about the hotel concierge who is trying to help you find your way to your event while continuing to answer questions on the phone at the same time? At least one of the customers will not be all too happy.

Even worse, a situation like this can be career limiting or at minimum insulting to the other side. Typing away on a keyboard while on the telephone is tantamount to saying, “That keyboard is more important than you are, phone caller.” If you think people can’t hear that clacking in the background, it is time for you to think again.

One of the best strategies in this age of information overload is to use your 100 percent focus. If you are on the phone, be 100 percent focused on that phone call. If you are helping a customer, help the customer. If you are having a conversation with a direct report, be 100 percent focused on that conversation. You will get through each of these items faster, with higher quality and with less repeat, misunderstanding or rework. You will enhance your career or business effectiveness, rather than jeopardize it.

One hundred percent focus gives you the quality on the front end that reduces extra work on the back end.

So, instead of thinking of it as multitasking, let’s call it “switch-tasking.” This means that for whatever you choose to do at a moment in time, give it your 100 percent focused attention. When finished, switch to another task. Give that task your 100 percent attention, even if it is for a very short minute or two.

By recognizing the switch, you give yourself permission to now focus differently and fully on the new task, rather than being tempted to try to do two things at once.

You cannot multitask; but you can switch task. Try it. Your customers, employees and loved ones will appreciate it.