We all know the phrase “Sorry, I’ve just been so busy.” We’ve all heard it. We’ve all said it. And if we’re honest, it has become the most socially acceptable excuse of our time.

But let’s tell the truth: we are all busy. We all get the same pings when a message comes in. We all see the same red dot. We all sit in the same endless calls and chase the same overflowing inbox. Being busy is no longer unique. It’s the norm.

So, what actually makes the difference? Priority.

When someone wants to answer you, they make time. Not because their calendar magically clears up, but because you matter to them.

People don’t forget that. And people don’t forget when they’re delayed either – because delay often means: you weren’t a priority.

The truth is: busy is the new polite rejection.

And that’s why showing up has nothing to do with time. It has everything to do with choice. With intention. With deciding what – and who – deserves your energy.

Now let’s zoom out. In leadership, I hear the same excuse all the time:

“We don’t have time for AI.”

“We can’t focus on Copilot adoption right now.”

But here’s the reality: the organizations who make AI a priority today will be the ones leading tomorrow. They don’t magically have more hours in the day. They simply choose to make space.

Because real connection isn’t about time, it’s about intention. And real transformation isn’t about being less busy, it’s about choosing what truly matters.

So next time you feel tempted to say “I’m too busy” – pause. Ask yourself: what am I actually choosing here?

Because showing up is never about time.

It’s always about choice.