What does it mean that urgency is usually noise?

Things that feel urgent are rarely the most important — urgency is a noise amplifier.

Example: Your phone buzzes with a Slack message marked 'urgent.' Your inbox shows three unread emails with red exclamation marks. A news alert says markets dropped 2%. You abandon the strategic document you were drafting — the one that would reshape your team's direction for the next quarter — to respond to messages that will be irrelevant by Friday. You just let urgency overwrite importance. This happens dozens of times per day, and most people never notice the pattern.

Try this: For one full workday, keep an urgency log. Every time something demands your immediate attention — a notification, a request, an internal impulse to check something — write it down with a timestamp. At the end of the day, score each item: (1) Was it actually time-sensitive? (2) What would have happened if you'd addressed it two hours later? You'll find that fewer than 20% of 'urgent' interruptions had real deadlines. The rest were noise wearing urgency's costume.