Marketers like to create urgency. And often enough, it works.

“Last day to save 50%”
“Last day to join”
“Last day to order”

We recognize the urgency and occasionally, we act.

But plenty of things — worthwhile things — rarely seem urgent. How often do we see:

“Last day to paint a landscape”
“Last day to exercise”
“Last day to mentor a young person”
“Last day to ponder deep questions”

We don’t.

But it’s in our best interest to usher important things in front of what’s flashy. To sideline the gimmicks and to prioritize what’s meaningful.

The irony is that another “urgent last-chance” opportunity will always come along. Meanwhile, meaningful activities quietly slip away if we don’t give them heed.