It would be great if we lived in a world where we had limitless resources, and were free to test out every great idea to come our way. Unfortunately, in our finite world of business (and life), every choice invokes an opportunity cost. When you choose to do X, there’s a Y that doesn’t get to happen.
Still, we try to fool ourselves with a mental sort of “creative accounting.” Instead of budgeting dollars, we’re budgeting minutes and hours of our time as if we were accountants for the mafia. We try to convince ourselves that we can “find” or “make” time for all the things we want to do.