You react to it. The urgent call. The red-flagged email. The repetitive voice mails. You react to it and will get it done. 

Not the book you wanted to read. The 2 hours you wanted to spend reflecting on the future of your company, the walk with your kid, writing a personal note to a friend, spending 2 hours in the gym to sta healthy longer. 

As we know, the line of urgent requests never ends, the volume increases over time, gets louder by the day. 

We all know we should focus on the important, not the urgent. But we continue to be manipulated by others would turn their important into our urgent.