In this great digital age we have a short lived attention span to any one thing in particular. There is something new today, something new tomorrow, and something newer the day after.
The urgent (and the new) takes more attention than the important.
Why?
Because of our constant need for stimulation.
Getting the urgent or the new thing done today, even with limited long-term success gives us stimulation for tomorrow. Tomorrow we do it again, and the vicious cycle continues.
Learn to ignore the urgent (and the new) today, it will anyway fade away as there will be something new tomorrow.
Sacrifice the urgent/new today, to free-up more time for important long-term work.