Picking up where last week’s “Why ‘no time’ really means ‘no priority’” left off, Joel and Aaron tackle the next hurdle: what to do once the benefits are crystal‑clear but you (or your team) still hesitate. They unpack the hidden frictions—fear of discomfort, stakeholder pushback, or sheer inertia—that keep valuable tasks on the back burner. You’ll hear a quick mental exercise for elevating true priorities and concrete tactics for transforming “someday” into forward motion today.

• (00:00) - “No time” excuses hide real priorities
• (01:45) - Sell improvements by proving clear payoff
• (04:15) - Face hidden conflicts and track gains
• (08:30) - Reframe tasks with a priority‑shift exercise
• (10:30) - Silly bit

Reading one of our awesome books "takes time" but will make you a better developer.