Important things have a payoff, an impact, some sort of strong consequence, but urgent unimportant things have the feeling of being important, but have no real impact on your life. Meetings, interruptions, most messages (this is what gets me) fall into this category. And if you spend your day in quads III and I, you'll most likely default into IV at the end of the day. However, if you spend more time planning (Quad II), you will see an immediate improvement. Try it. I know on the days when I am able to keep to my planning habit, I have a better day.
Tomorrow, we'll talk about some real ways to prevent the message madness.
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