Avoid #1

Imagine having a hierarchy of effectiveness.

1 = Not Important (Easy)

2 = Important (Moderate)

3 = Very Important (Hard)

As humans we like the path of least resistance. We like easy more than hard because hard is.. well, hard. So we start with #1. The problem with #1 is, it’s infinite. It’s infinite because “not important” is easy and obvious.

The more hidden, yet effective, option is #3. 

Our natural inclination is to be distracted by the velocity and availability of the unimportant.  It lures us in and feels like work.

Pro Tip: The quickest way to nowhere is the path of least resistance. When it gets hard, look for effectiveness.