Monday, May 7, 2012

Urgency vs Importance - the key to business sanity

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I want my lunch. It’s 12.30pm, and I want my lunch.

Two distractions in the last hour have stopped me  from completing this blog (which was the job I gave myself the last hour before lunch to complete.) The blog is important, the interruptions were urgent (although neither turned out to be important). But what could I have done differently? They were urgent. It’s not always easy to make the distinction between urgency and importance. Stephen Covey, a clinical psychologist and expert in organizational psychology, uses a simple diagram that was something of a revelation to me when I was first shown it by an old boss. It is a set of four boxes. The diagram divides all of the tasks and responsibilities we have into four categories, called ‘Quadrants’. Covey calls them I, II, III & IV. (Pictured.) As a basic definition, an urgent task is one where speed is the most pressing factor. An important task is one that has a significant impact on the business and your role in it.                                                             
 
Whether we realize it or not, we are constantly prioritizing things in this way. For example, calling a client to confirm a start date for your candidate may be the most important thing on your to-do list, but it is not as urgent as finding the contact lens that has just fallen on the floor. The contact lens has no significant impact on your job in the long term, but it must still be done first.

For a sales person, writing the Meeting Report from yesterday’s visit is very important. Everyone appreciates the need to fully document our interactions with key customers. The knowledge accumulated from these visits contributes significantly to our understanding of our customers and potential customers. It is more important to develop this long term understanding than it is to place one single person. But you still make the call to your customer to confirm that start date first, because it is more urgent.
 
At first glance the answer to all this might seem simple. Spend as much time as you can in Quadrant I, avoid  everything in Quadrant IV and spend what time you need to Q II and QIII as necessary. But the reality is much more complex than that. You might think that a CEO would spend all of his time in Quadrant I and a clerical worker would spend all their time in Quadrant IV. But it’s not the case. Whatever your role, you have urgent and important tasks. The receptionist who greets the big client visiting the office is performing a function of significant importance and urgency. The first impression could make all the difference and this interaction will be their first encounter with anyone at Talascend – it’s very important. As to urgency – imagine your client left standing there for 5 minutes while your receptionist finishes some new hire paperwork.

Balancing importance and urgency in your day to day tasks is the road to sanity in time management,  falling into the common pitfalls, will send you hurtling in the other direction. Basics first. Spending all your time in Quadrant IV will get you fired – and quite rightly. Activities like surfing the net, making personal calls or going to get coffee are not the things careers are made of. But QIV has its place, and more of that later. Quadrant III is the deception Quadrant. This is where time is sucked away. A lot of things in this quadrant are masquerading as urgent when they are actually not. Badly planned meetings, phone calls that are twice as long as they should be, some types of paperwork etc. Interruptions are the most common sources of distraction in QIII like the two I ran into in the last hour. 

It’s difficult. 

If a member of your team says ‘Can you come and help me with this?’ you need to go and help. If it turns out not to be important or urgent – that’s going to cost you. Good time management will ensure you don’t spend too much time in this quadrant, as will clear communication. A friend who works at Google insists that you can control distractions to some extent. If he speaks to an external vendor who might have something he is interested in, He will ask them to call back between 2pm and 3pm. This is also his open office hour for his staff’s minor issues. It allows him to schedule distractions.’ I know I’ve got to have these  conversations,’ he says, ‘At least this way I know when they’re coming.’

Spending all your time in Quadrant I will send you to some kind of institution. Nobody can do it. Quadrant I tasks carry inherent elements of stress (deadlines and pressure mostly) and to be done well need to be balanced with other tasks – even, surprisingly, a little bit of Q IV. QIV is closely linked to QI. In between two urgent, important tasks like finishing a board report and doing a press interview, a friend of mine at Amazon.com always takes a break, he says he will wonder out of his office, get a diet coke and spend five minutes talking to a colleague about football. Even if it means being a little late. He will do a better interview that way. What he’s doing is visiting QIV to help him do a better job in QI. If we don’t plan to spend a little appropriate time in Q IV, we will end up there anyway. Because that’s where we run when we burn out. Spend six or seven hours on any given day focused entirely on something demanding, and you will not be productive for the last two hours. It’s too late to take a sensible break then – you’re done. You’ll end up in QIV – walking round the parking lot, leaning back in your chair with your fingers pressed to your temples trying to re-motivate yourself. If you’d only planned to spend twenty minutes that lunchtime sitting in the kitchen with your iPod on reading a newspaper, and walked outside for a Starbucks for 15 minutes late afternoon – you’d have been fine. You might even have got a couple of extra hours out of your day.

This brings us to QII. QII is your source of sanity and control. Here lies  strategy and planning. Not spending enough time in this quadrant is the reason productivity falls apart. This is where you manage your time in all the other quadrants. Obviously, it’s easy to sacrifice the important in favor of the urgent. Nobody is going to lean over your shoulder and tell you to stop making sales calls so that you can sit quietly for an hour and make a list of things you want to accomplish over the next 12 months. That’s not how a business works.  But every successful business person from Donald Trump to Sir Alan Sugar is on the record saying that it is vital that you make time to do this. Stopping to check that you’re doing the right things is essential – even though it means stopping. 

Most sales and recruitment people are bad at this. It’s because we believe there is nothing more important than picking up the phone and selling. There are metrics to be hit, targets to achieve and money to be made. Surely the best way is to just get on with it? No. It isn’t. What we’re really doing when we do this, is driving our car around aimlessly hoping to stumble back onto the right road, rather than stopping and getting the map out. Chances are the fastest way to get there is to stop. As Yogi Bera said, ‘If you don’t know where you’re going, you may not get there.’ A sensible amount of time planning your week will make that week more productive, even if it means productivity time is spent on it. If you just throw yourself headlong into unstructured and unplanned activity – it doesn’t matter how hard you work or how talented you are, you’re going to spin your wheels without progress – costing you much more time than the  planning would have taken.

At the end of the day, all of this is about forming positive habits. Warren Buffet says that the chains of habit are too light to be felt until they’re too heavy to be broken. A sobering thought, but it’s equally true that good habits are self perpetuating and that the smallest positive impact of good time management on your day to day working life will make your life easier, and motivate you to do even better. Ultimately, nobody can manage your time for you. The right answer could be different for everyone. Understanding the difference between urgency and importance and planning time to carry out tasks accordingly is a starting point.

Now it's lunchtime.





Richard Spragg writes on various subjects including global engineering staffing and global engineering jobs.