Everyone's given you examples of urgent/unimportant. Here's an example of Important/not-urgent: You are successfully selling a product at a profit. You have

Everyone's given you examples of urgent/unimportant. Here's an example of Important/not-urgent: You are successfully selling a product at a profit. You have identified an inefficiency in how the product is made; if you fix it, you increase your net margins by 50%. That's super important, as you're leaving a lot of money on the table! However, whether that inefficiency is fixed immediately or somewhere down the road makes little difference in terms of the payout once it is fixed.