18 Mar Urgency Is a Convincing Liar — And It’s Costing Your Brand
Urgency and intuition feel identical when you're in the middle of them. The difference only shows up afterward.
If you’ve ever made a fast business decision that felt completely right in the moment and completely wrong three weeks later, this one’s for you.
I once booked a trip to Cuba because of a 48-hour Expedia deal.
The price was exceptional, my boyfriend and I had nowhere else to be, and the booking window was closing fast. It seemed spontaneous and slightly rebellious, which somehow felt like reason enough.
Off we went.
The plan was adventure. Cuba promised art, food, history, cigars, vintage cars, and cultural immersion. The resort was just the base camp. I don’t do pools. Lying in the sun for hours strikes me as aggressively boring, and I had absolutely no intention of spending this trip doing either.
What we didn’t know — because we booked before asking even basic questions — is that Cuba runs largely on U.S. dollars or local currency that visitors are expected to arrive with. As Canadians, we had neither.
To find an ATM, we needed to travel to another resort.
Traveling to another resort required cash. Hilarious.
So there we were, trapped at base camp with nowhere to go and nothing to do except, apparently, the pools.
For six days, I spent roughly twelve hours a day rotating between two mediocre pools. I would bob for four hours at a stretch, moving just enough to stay inside the narrow patch of shade cast by a single palm tree. Then I would switch pools and repeat the process.
A grown woman with a passport and a return ticket, bobbing in circles like it was a punishment. It was. And I had paid for it.
Eventually, an unemployed stranger named Patrice lent us twenty dollars.
Nothing encourages self-reflection quite like being rescued by someone with no income.
That twenty dollars got us to Havana. Havana was extraordinary. Art everywhere. Vintage cars. Cigars, music, architecture, and a kind of history that feels present rather than preserved. Worth every cursed minute spent chasing palm tree shade.
The Business Version of This Story
I think about that trip every time a client calls in full SOS mode. Sales are slow, the pipeline is quiet, and they need something to happen immediately. A promotion, a contest, a campaign. Anything. That energy feels exactly like decisive action — and it’s one of urgency’s best tricks.
Urgency is a convincing liar. It arrives with the same energy as intuition — the rush, the certainty, the sense that something must happen immediately. In the moment, the two feel identical.
The difference is that intuition has a track record while urgency runs on momentum. A flash sale slapped onto an undiagnosed problem is just a prettier version of the same pool.
This is where discernment comes in. Not to slow you down — but to ask the question urgency skips: what does this situation actually require?
Urgency will always feel like intuition. Until you’re in Cuba, rotating between two pools and waiting for Patrice.
Before You Launch Anything
If you’re in full SOS mode and the instinct is to do something — anything — let’s talk before you spend the money. A fast campaign won’t fix an undiagnosed problem. What your brand actually needs might be simpler, and more specific, than you think.