The urgent is almost never important, but if we put off the ‘important’ (because it is more difficult or divisive) it will eventually become both important and urgent. This is when chaos ensues.
The difficulty is prioritizing: there is an appeal in urgent (easy/short-term/immediate) problem-solving, while work on the important (difficult/long-term/meaningful) problems sets the values that prevent cascading collapses of all things becoming chaotically urgent.
Paraphrase of "the 7 habits of highly effective people" and the Eisenhower Matrix.