What is important is rarely urgent, what is urgent is rarely important. - Dwight D. Eisenhower
✍️ Attribution
Attributed to Dwight D. Eisenhower, 34th President of the United States and Supreme Allied Commander in WWII. The exact wording is commonly cited as his; the principle underpins the Eisenhower Matrix (also called the Eisenhower Box), a time-management framework popularised by Stephen Covey in The 7 Habits of Highly Effective People.
📒 Meaning
Urgent tasks demand immediate attention but often have low long-term impact, while truly important tasks — strategy, relationships, health — are easy to postpone because they carry no immediate deadline pressure. Distinguishing the two is the foundation of effective prioritisation.