Dr. Paul Borosky, DBA, MBA
Business Consultant · Author
Urgent vs. Important: Working On the Business, Not In It
An urgent task needs attention soon because waiting has a cost. An important task moves your goals, customers, or cash forward. Owners stuck working in the business let urgent win every time. Working on the business means protecting three important results each week.
Last Updated: 10/29/2026 · Written by Dr. Paul Borosky, DBA, MBA
The Short Answer
What Is the Difference Between Urgent and Important Tasks?
Urgent means waiting has a cost soon. Important means it moves your goals, customers, quality, or cash. A task can be one, both, or neither, and owners who cannot tell them apart end up busy all day with nothing finished.
Working in the business is doing the tasks: answering, fixing, driving, delivering. Working on the business is deciding which tasks matter, building the systems, and finishing the few results that change next month. Most owners spend all day in it and promise themselves the on-it work for "later." Later never shows up.
Otto the Octopus runs Eight-Arm Errands, and every arm is busy: one holds crates, one a dripping paintbrush, one a wrench, one somebody else's lunch. The eighth holds Doctor Owl's parcel, a week late, opened and resealed twice. His shop is full of half-painted signs and bicycles with no front wheels. Eight arms. Nothing finished.
Stuck Working In the Business Instead of On It?
For Owners
Why Am I Busy All Day but Nothing Gets Done?
Because everything is treated as urgent, and when everything is a priority, nothing is. Look for these signs: your to-do list never gets shorter, important work always happens "later," deadlines slip, and you start more jobs than you finish.
Two more causes sit underneath. There is no weekly target, so every request wins by being the loudest. And saying "not yet" feels like saying "no," so you say yes to everyone and finish for no one.
Switching costs make it worse. Every jump between tasks burns time getting back up to speed, so an owner juggling eight jobs pays that cost all day long.
Source: American Psychological Association, "Multitasking: Switching Costs," 2006.
Worked Example
What Does Unfinished Work Actually Cost?
The cost hides in half-finished jobs. A job that is 90 percent done usually cannot be invoiced. Take a contractor with three jobs stuck at the finish line:
| Job | Status | Invoice waiting |
|---|---|---|
| Kitchen backsplash | Grout and cleanup left | $2,400 |
| Bathroom repair | One fixture on back order, never chased | $1,800 |
| Deck rebuild | Final walkthrough not booked | $3,100 |
| Total cash stuck | $2,400 + $1,800 + $3,100 | $7,300 |
None of that is a sales problem. It is a finishing problem. Putting two of those jobs on this week's Top Three ($2,400 + $3,100) moves $5,500 from "almost done" to "invoiced" in five days.
The Fix
How Do I Finally Finish My Priorities?
Use the Weekly Top Three, built with the Organize-Plan-Grow steps:
- 1
Organize: write down every open job and promise
One per line. All of them. Most owners are surprised by the number.
- 2
Plan: pick three, written as finished results
"Mitchell estimate sent," not "work on Mitchell estimate." Every other project waits, and you tell waiting customers when to expect you.
- 3
Grow: finish one before starting the next
On Friday, check your three. Then pick next week's.
| This week's Top Three | Done when |
|---|---|
| Henderson Plaza commercial bid | Bid emailed by Wednesday |
| Two overdue invoices | Both sent, follow-up call booked |
| New tech's first-week checklist | Written and handed over Monday |
| Everything else | Waits. Customers told when. |
If something new comes in, ask one question: is it more important than one of these three? If not, it waits.
Most owners Dr. Paul works with do not have a time problem. They have a priority problem. They work plenty of hours, spread across too many things to finish any of them. The first thing he looks at is the owner's to-do list. If more than three things on it are marked urgent, nothing on it is.
For Managers
How Do I Focus on Important Work Instead of Urgent Work?
Run the Top Three for your own team. Agree on three finished results with your boss each Monday, post them, and use them as the filter for every new request. When something urgent lands, name which of the three it bumps. That one sentence stops most fake emergencies.
For a deeper method, including ranking tasks and blocking time, see how to prioritize work.
For Business Students
Why Do Specific Goals Beat "Do Your Best"?
In 35 years of research, psychologists Edwin Locke and Gary Latham found that specific, difficult goals consistently led to higher performance than urging people to do their best. "Work on the bid" is a do-your-best goal. "Bid emailed by Wednesday" is a specific one.
That is why each Top Three item names a finished result and a day. It also works as an implementation intention: a plan for when and where the work happens. Compare it with SMART goals, which apply the same idea to longer targets.
Source: Locke and Latham, "Building a Practically Useful Theory of Goal Setting and Task Motivation," American Psychologist, 2002.
Next Step
What If My Priorities Keep Getting Hijacked by Fires?
Then the Top Three is fighting a bigger fire. Take the 60-second self-check and find your fire among the 14 most common small business problems. If the interruptions come from your crew's questions, start with Fire 3: putting out fires all day.
Questions
What Else Do People Ask About Urgent and Important Work?
What is an example of urgent but not important?
What does working on the business mean?
Why only three priorities?
What happens to everything that is not in the Top Three?
Pick three. Finish three. Then pick again.
Get the Book →Written by Dr. Paul Borosky, DBA, MBA, business consultant, strategic planner, and business plan writer with 14+ years and 1,000+ businesses served.
This page is for general educational purposes only. It is not legal, financial, or other professional advice.