The Death of ASAP

The Difference Between Important And Urgent

Is it important?

It may seem like it is. In fact, your boss may have told you it is. They may have even said, “I need this ASAP.”


This acronym has became bastardized and meaningless thanks to the undiscriminating prioritization of corporate America.

It’s urgent.

Like I said, this means something else entirely.

Too many of them.

I agree with the late doctor’s emphasis on Quadrant II.

Is this urgent or important?



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Billy Frazier

Helping students, freelancers, and 9-to-5ers find their way in the world of work.