You’ve got goals—but life keeps getting in the way. When everything feels urgent, it’s easy to lose sight of what’s truly important. This article explores how to shift your focus using the “urgent vs. important” framework—and how coaching can help you follow through.
Setting goals and knowing what you want to improve—whether in your life, career, or business—is no small accomplishment. Often, the sheer number of tasks, decisions, and considerations to make can feel overwhelming, leaving you stuck—wanting change but unsure of where to begin. Let’s face it, clarity isn’t always easy to find, and sometimes, you need a fresh perspective to help untangle a familiar challenge.
But even when your eyes are on the target and you know the steps to take, it’s easy to falter. Crafting a plan is one thing; following through is another. Knowing what you want to achieve and how to get there is only the first step. Consistency is the real challenge, representing one of the biggest hurdles to success.
Take a moment to think about the plans you’ve made for yourself—committing to a workout, searching for new clients, or dedicating time to professional growth. Why is it that, when it’s time to take action—other “urgent” things somehow take priority?
The email inbox is overflowing. The neighbour wants your help. A client has an inquiry that “can’t wait.” Even walking the dog somehow becomes the most pressing item on your to-do list.
By the end of the week, those “urgent” distractions have pushed your goals further down the priority list. You look back and realize you haven’t made the progress you promised yourself you would.
Sound familiar? You’re not alone.
The balance between Urgent and Important
One way to look at this challenge is through the lens of Stephen Covey’s in his book The 7 Habits of Highly Effective People. Covey’s time management framework divides tasks into four quadrants:
- Quadrant 1: Urgent and Important
Tasks that require immediate attention and are critical to your objectives. They often arise unexpectedly and can cause stress if left unaddressed. - Quadrant 2: Important but Not Urgent
Tasks essential to your growth and long-term success that don’t require immediate attention. Prioritizing these helps prevent crises in the future. - Quadrant 3: Urgent but Not Important
Tasks that feel pressing but lack true significance. These often distract you from your higher priorities. - Quadrant 4: Neither Urgent nor Important
Low-priority activities that don’t contribute to your goals. These are time-fillers with little to no value.
Covey’s framework shows us that there is always a demand on our time and that we will fill it somehow—but if we won’t pay attention, it wouldn’t be towards our priorities. This model highlights a crucial truth: we often mistake urgency for importance. Many tasks we prioritize are, in fact, someone else’s emergency—not our own. The real magic lies in focusing on Quadrant 2: Important but Not Urgent.
This quadrant is the most impactful for both your life and business. Ironically, it’s also the easiest to overlook. Why? Because it requires proactive effort without the immediate pressure of a deadline. Yet investing in these tasks yields the highest return (financially and emotionally), paving the way for long-term success.
The Accountability Advantage: Turning Theory into Action
Understanding what to prioritize is one thing (and it’s an ongoing task that requires regular updates), but staying consistent in acting on those priorities is an entirely different challenge. This is where accountability becomes a game changer.
Think about it: it’s easier to submit a paper on time when there’s a deadline. You’ll stay up late refining a presentation before a big meeting. You might even skip that tempting chocolate cake at the end of dinner when you know your dietician will ask about your choices. When you’re accountable to someone else, you’re far more likely to follow through.
Instead of being hard on yourself for this very human tendency, embrace it and use it to your advantage. Build commitment into your life—create the accountability you need to achieve your goals. And yes, it’s even better if you have someone to keep you from falling into the trap of chasing “urgent” but unimportant distractions. Eyes on the prize.
Working with a coach means having someone who consistently cares about both your emotional well-being and your functional success. A coach sees the best version of you—the one you aspire to be—and holds you to it, gently reminding you of why you’re working so hard.
This type of accountability isn’t about harsh criticism or perfection. It’s about creating a space where mistakes are part of the process, but you still leave every meeting ready to start again with a renewed sense of purpose.
That’s the power of meeting consistently with someone who believes in you, even on the days when you struggle to believe in yourself. That’s the power of accountability.
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