items such as interruptions caused typically by phone calls or attending meetings that do not have clear objective. Some waste their time on unimportant work that is not even urgent. These are often pleasant activities e.g. gossip at the coffee machine. Very few of us focus on what is important but not urgent. These include visualizing and planning, building relationships and preparing for long-term issues that others have not even sighted. We call this pro-active work. In covey's view, we should choose proactive work as far as possible. Invariably it will reduce the fire-fighting demand.