I have developed a new metric: If you have to depend on guilt-tripping to pressure me into what should otherwise be a mutually beneficial transaction (join your group, attend your event, buy your product), then your system has bigger problems than my involvement will fix
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I've worked in this sort of matrixed environment, also. I sort of enjoy it, but it requires a certain willingness to play politics.
What I do in practice is play politics enough to figure out the generally accepted chain of people's importance within the company, then tell boss2 "Well, I'm currently doing something for boss1, so why don't you talk to them and figure out which project has priority." It works OK.
Sometimes I have to start forwarding emails from boss 2 to boss 1 with a note saying "I'm putting project 1 aside temporarily to work on project 2, at boss 2's request" or otherwise throw chum in the water to get it to work.
That aside: important-but-not-urgent is a killer pretty much anywhere you go. When there's an important-but-not-urgent project that is hanging fire, I generally identify the one of my bosses who maximizes the product of important and sensible and try to convince them that they want to assign me to that project. It doesn't always work.
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For example, we've had to make a rule of turning down new animals because in our age and health situation we're not up to dealing with urgency, and animals often have needs that are both important (to them and to us) AND urgent.
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And actually the one place this kinda hurts is when you're looking at folks you're trying to be friends with, but they're not reciprocating. Fact is, you're just not a priority to them. It hurts, but it's the truth. something I learned LONG ago (especially in a Suspects crowd, where at a party everyone is friendly but few call you after).
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And re transparency...it hurts when you're not a priority to someone you thought you'd connected to -- but when it's handled transparently, it at least is a lot clearer than when it's all murky. In some ways, the Internet age makes it easier to see what's going on; if someone is actively chatting with you throughout the day (or actively responding to email) it may be worth considering prioritizing them back; if they tend to give you very little back online, it's not unlikely they do the same in general (unless they're someone you know doesn't prioritize online interactions at all).
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Now if only I could gain and apply that kind of clarity in the rest of my life! (You do have to know your priorities first.)
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It's not just time and energy, of course, either. I got a cold-call phone solicitation from an arts organization yesterday afternoon, saying "Wouldn't you please consider becoming a member for $50 (or whatever it was) a year? We do all this great stuff, you'd get discounts on tickets, and it'd really help us, bolstering our membership numbers helps us qualify for grants," etc. etc. All I had to say was, "It sounds great, I support you in principle and all, but it's not the right thing for me right now."
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In the one context I had in mind above, I can even (often) say that some requested thing is not a priority, because my priority within the context of the group/activity is foo. (And people know it's my priority and that I do spend time and effort on it.)
In other contexts, as others have mentioned, yeah, I might not explicitly say that something is not a priority. Which fits with what you say about other people not getting to evaluate your choices of priorities.
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