The urgent important matrix is a technique used to support the selection of ideas for implementation. Its purpose is prioritisation in order for organisations to spend their time on high-value ideas. In order to accomplish this, it plots the urgency of an idea against its importance. This is because urgent tasks are not necessarily important and important tasks are not necessarily urgent. Important activities are defined as those which assist an organisation in achieving its objectives. Urgent activities are those that require immediate attention or action. Without the use of the matrix the tendency of organisations is to focus on urgent, but unimportant tasks.
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