Eisenhower doesn't cut it

The Eisenhower Matrix taught us to divide our lives into two neat boxes(aka categories): Urgent vs. Important.

But here’s the truth: Time doesn’t pause for your priorities. It moves—equally, relentlessly—for all of us. Urgency isn’t a label. It’s just the clock, ticking. Importance isn’t a fact. It’s a decision you make.

And here’s the part we avoid: Not choosing is also a choice.

Tim Urban sums it up well in the diagram- At every point in time, you walk only one path. There is no parallel life. No grid. No redo. Just one green line that becomes your story.

Time to drop the myth of opportunity cost. You can’t calculate the value of a billion paths you didn’t take. You can only measure the cost—and the return—of the one you chose.

No boxes. No perfect frameworks. Just time. And choice. Or not.

Either way, it’s yours.