Urgency is in the eye of the beholder

We behave differently when something is urgent, compared to when it’s merely “coming soon”, don’t we:

• ‘Urgent’ creates an emotional response. The rational process of methodical craft circumvented by borderline-desperation.
• ‘Coming soon’ creates a reasoned response. The pragmatic process of considering all our options begets potential for ‘analysis paralysis’.
• ‘Up next’ avoids both of these things. When something is ‘up next’, there’s no emergency, yet there’s insufficient time to over-think.

Some people are terminally urgent. For the rest of us, let’s choose ‘up next’ over the alternatives.