The trap of “urgent” culture
Hyper-responsiveness looks healthy at first. People reply quickly, questions get answered fast, and leaders believe things are moving. However, beneath the surface, the damage adds up. Employees avoid deep work because they’re scared of missing a message. Decisions get made quickly, but not thoughtfully. People bounce from one task to another, never reaching the level of focus needed for real progress.
Over time, burnout becomes inevitable. High performers leave because they’re drained. Meanwhile, average performers stay stuck in endless busywork. Leaders scratch their heads, wondering why their team is active but not advancing. The truth is simple. When speed is the primary measure of success, real results suffer.
What high-value culture looks like
A culture built on value isn’t about moving slowly, it’s about moving intentionally. It doesn’t reject communication. Instead, it reshapes it. In a high-value culture, focus time is protected instead of constantly interrupted. Outcomes are measured instead of effort alone. Communication is clear and structured, not chaotic and constant. Also, people are encouraged to think before they respond, even if it takes a little longer. In other words, value created is greater than messages sent.
How to shift from urgency to value
Leaders who want to change this cycle need to give their teams a new set of norms and model them consistently. That shift comes down to three simple principles:
Redefine responsiveness. Stop praising employees for how quickly they reply and start celebrating thoughtful contributions. In performance reviews and team meetings, make it clear that substance matters more than speed. A sentence like “I appreciate the time you took to think through this recommendation” reinforces that engagement isn’t measured in minutes.
Make expectations explicit. Don’t assume your team knows what’s acceptable. It’s important to tell them that they don’t need to reply outside working hours. Also, encourage them that daily updates belong in the project management tool instead of endless email chains. Lastly, everyone should block time for deep work. Explicit norms give people the permission they need to break the cycle of constant reactivity.
Audit your own habits. Culture starts at the top. If you’re responding to every message in under two minutes, firing off weekend emails, or demanding updates in every meeting, you’re teaching urgency, not value. Use delayed send, batch your email replies, and highlight team members who model thoughtful, high-impact work. If you live the culture, your team will follow.
Value isn’t loud
The most important work your business needs won’t show up in your inbox. It happens in spreadsheets, strategy documents, prototypes, partnerships, and retrospectives. It grows in moments of focus, not in the chaos of constant notifications.
If you want your company to scale, then build a culture that rewards clarity over speed and impact over noise. The goal isn’t less communication—it’s better communication. When you prioritize quality over urgency, you’ll find your team moving faster in the long run, not slower.