Time. It’s not what we think it is. It’s not just the hours, minutes, and seconds.

There is a different time that we didn’t invent. A time that’s not powered by batteries, but generated from within us.

It’s called circadian time.

Circadian time is kept by a circadian clock in our brain, and regulates the function of almost every biological system in our bodies, including our sleep, heart, metabolism, and reproductive and immune functions.

Our circadian clock is synchronized by the daily light-dark cycle, aligning us with the rotation of our planet, and the world around us. As a result, we evolved to wake at sunrise and sleep soon after dark.

But, over the last century, our lifestyles have changed dramatically.

Man-made light lets us change our sleep patterns — and meal and exercise timing — to fit into our busy schedule. Some even work at night.

Brightly lit electronic devices join us in bed and alerts us just before we try to sleep.

Jet travel lets us move more quickly across time zones.

These innovations have inadvertently disrupted our circadian rhythms.

We have never before been more disconnected from our biology, and it seriously damages our health, wellbeing, and performance.

While we won’t give up our modern lifestyles, we must begin to take our biological circadian time seriously. By knowing our circadian time, and being able to control it, we can unlock unrealized human potential and improve our safety and health.

We can minimize jet lag and bring back those lost days.

We can manage changing work schedules better to reduce fatigue and improve health.

We can prepare to be at our best when needed, even when we would otherwise not be at our physical or mental peak.

Circadian time will have even more important benefits.

Soon, we’ll be able to use circadian time to time our medication better, based on your internal circadian time rather than arbitrary clock time, and prepare our body for medical treatments to improve clinical outcomes, or reduce side-effects.

Circadian time will be the new frontier in personalized medicine, personalized to your individual circadian time.

At Timeshifter, we are leading the way in making all of this possible. We are integrating circadian time into your everyday life.

We are educating people about the importance of circadian time, and how it differs from clock time.

We are creating products that enable people to combine circadian time with man-made clock time in ways that are practical and user-friendly for the real world.

We are empowering you with the knowledge and tools needed to control your circadian rhythms, so that you can thrive and be the best that you can be.