Some companies are recognizing the downsides of electronic media overuse. At U.S. Cellular, executive vice president Jay Ellison took the step of banning e-mail altogether on Fridays. After some resistance, employees found that they were building deeper working relationships through phone calls and face-to-face visits.41 And at PBD Worldwide Fulfillment Services, Fridays without e-mail have taught new (or old) communication habits that spilled over into the rest of the week. E-mail volume at PBD dropped 75 percent and translated into greater efficiency.42