The Eisenhower Matrix: What is it?

Running a business means constantly juggling tasks. Emails, team check-ins, client deadlines, admin tasks and they all scream for attention!

But here’s the truth: not everything urgent is important, and not everything important is urgent.

If your days feel reactive instead of strategic, it’s time to bring in a powerful tool for decision making and prioritisation: The Eisenhower Principle.

Let’s unpack it.

What Is the Eisenhower Principle?

The Eisenhower Principle, also known as the Eisenhower Matrix is named after U.S. President Dwight D. Eisenhower, who famously said:

“What is important is seldom urgent and what is urgent is seldom important.”

This principle helps you decide what to work on, what to schedule, what to delegate, and what to drop based on urgency and importance.

It’s a tool to stop the noise and focus on what really moves your business forward.

The Eisenhower Matrix: A Simple 2x2 Grid

Lets break down the four quadrants

Urgent & Important - DO

• These are the fires you have to put out:

  • Critical client issues

  • Project deadlines

  • Time-sensitive decisions

Action: Handle these personally and immediately.

Important but Not Urgent - DECIDE

• These are strategic tasks that move your business forward:

  • Planning new workflows

  • Improving team onboarding

  • Updating SOPs

  • Long-term growth strategies

Action: Schedule them. Make time for them. These are your most valuable tasks.

Urgent but Not Important - DELEGATE

• Tasks that need doing now, but not by you:

  • Admin tasks

  • Routine emails

  • Scheduling meetings

Action: Pass them to a team member or automate them.

Not Urgent & Not Important - DELETE

• These are distractions in disguise:

  • Endless inbox refreshing

  • Over checking Slack

  • Tasks that feel busy but achieve nothing

Action: Let them go. Your time is too valuable.

Why This Matters for Small Businesses

As a founder or operator, your time is your most valuable asset.

If you spend it in the wrong quadrants, your business stalls.

Mastering the Eisenhower Principle means:

1. You spend more time in Quadrant 2 (Decide)—working on the business, not just in it.

2. You free up time by delegating or automating low-value tasks.

3. You learn to say no to distractions, even if they feel “urgent.”

Make It Real: Tips for Using the Eisenhower Matrix

• Block weekly time to review your task list and sort into quadrants

• Use ClickUp, Monday, Rocketlane, or your PM tool to tag tasks by quadrant

• Teach your team the framework for better delegation and planning

• Use AI tools to automate “Delegate” quadrant tasks (like calendar booking, reminders, etc.)

Flow Happens When You Focus