We all know what we should be spending our time on. Creating new things, solving new problems, exercising, reading more, saving for retirement, spending quality time with friends/family.
Instead, the huge list of urgent things piles up-- emails, facebook pings, things things things...and you go into do-mode, leaving the important things to rot.
The reason we go for urgent is that it makes us feel competent. We're good at doing stuff.
And if there is anything that fills our head with fear of failure and uncertainty, it is important things.
It may be worth remembering the last time you did something important though. It will probably be one of your prouder moments.
And if you think about it, the more important things you wrestle, inherently, the urgent list gets much less significant.