People do what they want or like to do

Employees want to create value, they want to move the company forward. Yet, without clear and concise understanding of what they need to do (and in what priority) most will typically do either what they want to do, or what they like to do. While this is fine, organizations often need people to do the more difficult tasks.

If you describe your job or one of your employees jobs as like drinking from a firehose (which seems like all roles these days) chances are you need to be very proactive in determining priorities.