President eisenhauer had this matrix, and it was his tool for managing his time. Urgency has't something about the time sensitivity, right? There's a ticking clock,. importance is just sort of like, how valuable is this thing that you're working on compared to something else?, he said. Im ean obs want to do things that are important and urgent, like your house is on fire... It's allso really urgent. But there are lots of important things that don't have that kind of time sensitivity: i should exercise, i should call my best friend, i should write in my journal, i should work on the novel that i keep telling everyone, including myself