What Covey Got Right (and Wrong) About Prioritization

Stephen Covey’s classic jar metaphor has been one of the most enduring visual tools in leadership and time management circles. I’ve used it myself in keynotes, strategy retreats, and coaching conversations. The idea is simple and powerful: put your big rocks in first. If you start with sand, you’ll never fit the big rocks in.

And Covey’s right—at least, mostly.

The brilliance of his teaching lies in the clarity it brings. The jar represents our limited capacity. The rocks are our highest priorities. And the sand? It’s all the little distractions and obligations that crowd our day—emails, side quests, unplanned requests, meetings that could’ve been memos.

When we’re intentional about our priorities and we start with what matters most, we create the possibility of impact. The exercise reminds us to ask: What are the big rocks in my jar? And that question alone can be transformative.

But Here’s the Problem:
Covey’s metaphor assumes everything can fit in the jar if you just arrange it properly. But today, the truth is harsher: you have too many rocks. The sand keeps pouring in. And the jar? It hasn’t gotten any bigger.

In higher education leadership, especially, we are flooded with more responsibilities, more regulations, more scrutiny, and fewer resources. Even with smart prioritization, many leaders find themselves constantly overwhelmed.

That’s why in MACRO Leadership, Prioritize isn’t just about ordering tasks. It’s about saying no. It’s about limiting what goes in the jar at all. It’s about recognizing that just because something is valuable, it doesn’t automatically earn a spot.

Here’s how I approach the jar now:

• Identify only 3–5 true big rocks. Not 12.

• Ask: Who put this rock in my jar? Sometimes, it wasn’t you.

• Recognize polished gravel. Not everything shiny is a priority.

• Watch for external sand: last-minute fires, unclear requests, and meetings that don’t serve your goals.

• Revisit your jar often. Priorities shift in a VUCA environment.

A Quick Reflection for Leaders:

• What’s in your jar right now?

• What do you wish weren’t?

• What truly matters in the next 90 days?

When I work with teams, I ask these questions aloud. Sometimes we sketch the jar. Sometimes we fill a bowl with real rocks and sand. But always, we walk away clearer.

Want to try it yourself? Download the Covey Rocks handout in the podcast Ep02 resources we created to help you visualize your own jar. And the next time you feel overwhelmed, remember: you don’t need a bigger jar. You need fewer rocks.

Let’s lead with intention, not accumulation.