Is almost never the one that's worth talking about.
The urgency of the day, today's celebrity crisis, the thing of the moment… that's what the media wants, that's what creates urgency, and that's what is most definitely not important.
We now follow that same path at work.
No excuses for the reporter (and editor) that pursue a story merely because it's on everybody's mind. Or the boss or the VC, either. That's not a good enough reason to waste our attention on it.
Step by step, drip by drip, you carve your path by focusing on what matters, not what's on everybody's mind. By the time you try to chase the urgent thing, it's too late.