What’s the difference between urgent and important? The default is to have urgent work, events to respond to, crisis and more. Someone else creates your urgent list. Important work needs ownership and desire. It’s up to you to allocate time and effort to the important work, the game-changing work. Are you staying occupied instead of achieving results on your important list? You have to want it, because no one else is going to make you. Give a sense of urgency to your important work.