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(from Seth Godin’s blog dated 7/27/2018. Click here for the original postSeth is the author of 18 books that have been bestsellers around the world. He writes about the post-industrial revolution, the way ideas spread, marketing, quitting, leadership and most of all, changing everything. You might be familiar with his books LinchpinTribesThe Dip and Purple Cow.  Follow him on Twitter @thisissethsblog.)   

Sports gurus are happy to talk about the difference between fast and slow twitch muscles. And it resonates with us, because we fully understand the ping-pong reflexes that are so often celebrated and often fun to do as well.

On our project, it’s tempting to spend all of our time in fast twitch mode. To scan the incoming, grab the urgent, set it up and slam it back.

But if we spend all of our time twitching, we’ll never do the difficult work of the non-urgent. Important work requires a daily commitment, one that isn’t sidelined by every emergency, because there’s always an emergency, isn’t there?