From the Top: From "I Don't Have Time" to "It's Not a Priority"

How often do we hear (or say to ourselves), "I just don't have time"? It's a common phrase, but what if we challenged it? What if, instead of saying, "I don't have time," we said, "It's not a priority"? This simple shift in our language can feel uncomfortable but also incredibly powerful. For example:

• "I don't have time to document this process." → "Documenting this process is not a priority."
• "I don't have time to learn new tools." → "Learning new tools is not a priority."
• "I don't have time to build a relationship with my client." → "Building a relationship with my client is not a priority."

When we frame it this way, it forces us to confront whether our actions align with what we say matters. If something genuinely isn't a priority, that's okay, but we should own that decision. On the other hand, if it is a priority, why isn't it on our to-do lists? Of course, we know that documenting processes, learning to use new tools, and building relationships with our clients are priorities because they are the foundation that allows us to operate efficiently, collaborate more effectively with each other, and ultimately make our jobs easier and more fulfilling.

The Challenge of Important, Non-Urgent Work

These tasks fall into what's called the Important / Not-Urgent quadrant of the Eisenhower Matrix. They don't act on us with urgency, like client deadlines or responding to RFIs. Instead, we must act on them. And that's difficult to do in a work environment full of important deliverables and urgent deadlines. It's easy to be average. If you are below average, there's usually feedback that will help you improve. However, breaking the gravitational pull of being average requires work. A lot of work. Work that we have to initiate. Work that is important and not urgent. If you want to be better than the average, make space to learn, improve, help others improve, and ultimately become something more than just "good." We must become ✨ exceptional ✨

Your Path to Exceptional

Here's your challenge for the rest of this month: Pay attention whenever you catch yourself thinking, "I don't have time," or, "I'm too busy." Rephrase it as "It's not a priority" and reflect on whether that's actually true. If it is a priority, take a small step. Block 30 minutes on your calendar to work on something that matters, whether taking a step toward overcoming a challenge with using new tools, documenting a key process, or calling your client to say, "Thank you for your business. How are you? Do you have any plans for the holidays?"

Why This Matters

Becoming exceptional benefits not only your organization but also you. Working to become a better version of yourself creates a sense of accomplishment, personal satisfaction, and confidence. And the best part? Exceptional individuals and organizations create ripple effects that benefit their teammates and everyone they interact with outside of work. Let's use this challenge to push past being "good" or "average" and grow together, pursuing excellence and becoming exceptional.

Cheers,

David Marks, CEO

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