How to Prioritize When Everything’s on Fire

Let’s set the scene: You’ve got three deliverables due, two creative teams battling burnout, and a client who just asked, “Can we move this up by a week?” Sound familiar? Welcome to project management, where everything is important and somehow nothing can be late.

So how do you prioritize when everything's on fire and someone just handed you another match?

Sort the Noise from the Needs

Start by asking: What’s driving this deadline? A launch date? A big event? Or someone’s anxiety about progress? You’d be surprised how often you can shift timelines once you understand what’s really behind them.

Evaluate Impact

Which task moves the needle? Which one will break everything if it doesn’t happen today? Align tasks with business goals (or brand moments!) and communicate that value back to your team or client.

Manage the Trade-offs

Sometimes, you just can’t do it all at once—and that’s okay. Let stakeholders know the cost of “yes to everything,” and offer clear options. You’re not saying “no,” you’re saying, “Here’s how we win.”

Pro PM Tip

Use the “Effort vs. Impact” Matrix. Quick 2x2 sketch: Low-effort, high-impact tasks go first. High-effort, low-impact? Table it.