. While urgent activities require immediate attention, important activities contribute to your mission, values, and goals. You want to focus most of your energy on activities that are important but non-urgent — a.k.a the activities that fall in Quadrant II.
Covey writes: "Urgent matters are usually visible. They press on us; they insist on action. They're often popular with others. They're usually right in front of us. And often they are pleasant, easy, fun to do. But so often they are unimportant." Unfortunately, when Covey helped the managers analyze their daily schedules, they realized they were only spending about 5% of their time on this important activity. That's largely because they were busy with other seemingly important tasks, like meetings and phone calls .
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