Greg McKeown

The word priority came into the English Language in the 1400s. It was singular. It meant the very first or prior thing. It stayed singular for the next 500 years. Only in the 1900s did we pluralise the term and start talking about priorities.

Illogically, we reasoned that by changing the word we could bend reality. Somehow we would now be able to have multiple first things. People and companies routinely try to do just that.

‘No’ is a complete sentence. (Anne Lamott)

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