Urgent! book cover

Urgent! by Dermot Crowley Summary

Urgent!
Dermot Crowley
3.71 (58 Reviews)
Productivity
Leadership
Business
Overview
Key Takeaways
Author
FAQs

Overview of Urgent!

In "Urgent!", productivity expert Dermot Crowley reveals why 40% of Americans experience workday anxiety. Endorsed by thought leader Matt Church as "distinguishing between immediacy and true urgency," this game-changing playbook helps overwhelmed professionals reclaim focus in our notification-obsessed world.

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Key Takeaways from Urgent!

  1. Distinguish fake urgency from unavoidable urgency to reduce team burnout.
  2. Operate in the "Active Zone" to balance productivity and stress management.
  3. Prioritize proactive tasks over reactive urgency to minimize last-minute crises.
  4. Implement the Urgency Playbook’s ten principles for intentional task management.
  5. Don’t cry wolf with urgency tokens reserved for critical deadlines.
  6. Replace reactive email habits with structured daily planning windows.
  7. Lead teams by dialing urgency levels situationally, not universally.
  8. Cultivate mindfulness to separate artificial urgency from purposeful action.
  9. Treat urgency as a tactical tool, not a default work mode.
  10. Human-centric leadership reduces stress more effectively than resource-focused management.
  11. Avoidable urgency stems from poor planning, not genuine importance.
  12. Schedule urgency buffers to absorb unexpected demands without derailing priorities.

Overview of its author - Dermot Crowley

Dermot Crowley, author of Urgent!, is a leading productivity expert and founder of Adapt Productivity, a Sydney-based training company he established in 2002.

With over 20 years of experience in corporate productivity coaching, Crowley specializes in strategies to combat reactive work habits and enhance proactive time management—core themes explored in his 2021 book. A bestselling author, he previously wrote Smart Work (2016) and Smart Teams (2018), which provide actionable frameworks for optimizing individual and collaborative efficiency using tools like Microsoft Outlook.

His methodologies are implemented by organizations worldwide, including Commonwealth Bank, and featured in his keynote speeches across Australia, London, and New York.

Crowley’s insights blend behavioral psychology with technology-driven solutions, positioning him as a trusted voice in modern workplace effectiveness. Smart Work has become a staple in productivity literature, praised for transforming how professionals manage priorities in email-saturated environments.

Common FAQs of Urgent!

What is Urgent! by Dermot Crowley about?

Urgent! by Dermot Crowley explores how modern productivity culture traps individuals in reactive urgency, harming mental health, relationships, and long-term effectiveness. It offers strategies like the Urgency Playbook to prioritize tasks, reduce stress, and reclaim control through proactive planning.

Who should read Urgent!?

Professionals, managers, and anyone overwhelmed by constant deadlines will benefit. It’s ideal for teams struggling with burnout or poor time management, offering tools to balance urgent tasks with meaningful work.

Is Urgent! worth reading?

Yes. Crowley combines research with actionable frameworks like the Eisenhower Matrix and proactive mindset principles. It’s praised for avoiding fluff and providing direct solutions to modern productivity challenges.

How does Urgent! define urgent vs. important tasks?

The book uses the Eisenhower Matrix (urgent/important quadrants) to categorize tasks:

  • Do now: Critical deadlines (e.g., client crises)
  • Schedule: Long-term goals (e.g., strategic planning)
  • Delegate/Delay: Interruptions or low-impact tasks
  • Delete: Time-wasters
What is a “proactive mindset” in Urgent!?

Proactive work involves planning, prioritizing by impact, and minimizing last-minute urgency. Examples include setting clear deadlines, avoiding procrastination, and “measuring twice” before acting to reduce errors.

What are the key principles of Crowley’s Urgency Playbook?
  • Don’t cry wolf: Reserve urgency for true emergencies.
  • Plan multi-step workflows: Anticipate bottlenecks.
  • Delegate effectively: Offload non-critical tasks.
  • Delete distractions: Eliminate time-wasting activities
How does Urgent! address “fake urgency”?

Fake urgency includes self-imposed panic (e.g., unchecked emails) or external pressures (e.g., unnecessary deadlines). Crowley advises auditing tasks to distinguish real priorities from manufactured crises.

Can Urgent! help managers improve team productivity?

Yes. The book advocates setting realistic deadlines, clarifying task importance, and modeling proactive behavior to prevent urgency overload. Example: Using shared calendars to visualize priorities.

What are criticisms of Urgent!?

Some may find its focus on self-discipline unrealistic for chaotic work environments. However, its emphasis on systemic planning addresses this by redesigning workflows, not just individual habits.

Why is Urgent! relevant in 2025?

With remote work and AI-driven productivity tools increasing distraction, Crowley’s strategies help filter signal from noise. The urgency trap persists, making his frameworks timelier than ever.

How does Urgent! compare to Eat That Frog!?

While both address productivity, Urgent! focuses on systemic causes of overwhelm (e.g., urgency culture), whereas Eat That Frog! emphasizes tackling hard tasks first. They complement each other.

What’s a key quote from Urgent!?

Though not a direct quote, Crowley’s principle to “measure twice, cut once” underscores avoiding rushed decisions that create avoidable urgency later.

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