The Hidden Cost of Fake Urgency

 By: Dana Poul-Graf, Founder & Strategic Thought Partner, Key&Spark

I have an allergy to fake urgency.

It’s one of the fastest ways to destroy trust at work.

You’ve probably seen it. A deadline is agreed, you plan your time, and two days later a message lands in your inbox: “Just checking in - how’s it going?”

Instantly, your brain starts scanning for danger.
Did I miss something?
Has the deadline changed?
Am I not trusted?

And then there’s the other version, the one where someone asks for feedback “by Friday”, only to follow up on Wednesday: “Actually, could you send it today?”

It’s not the change that hurts. It’s the silence around it. The unspoken shift that leaves people guessing.

What’s Really Going On

Fake urgency often doesn’t come from bad intentions.
It comes from anxiety, from our discomfort with uncertainty, from wanting to feel in control, or from trying to show we’re “on top of things.”

But what it creates instead is a culture of noise.
People rush when they don’t have to. They start doubting priorities. They stop trusting timelines. and eventually, each other.

Clarity Builds Calm

If something truly becomes more urgent, say it clearly and ask if others can accommodate it.
If you’ve built in a buffer, say that too.
When expectations are transparent, people relax, and paradoxically, deliver faster.

I see this pattern often when supporting leaders and teams through change. Once we fix these small things - the tone of a message, the clarity of a deadline, the habit of honest check-ins - the big things start to flow.

Because in the end, leadership is rarely about heroic decisions.
It’s about the small daily signals that tell people:
“I trust you. I respect your time. And I’ll be clear with you.”

Clear, direct communication is free, and it might just be one of the most powerful tools to rebuild trust and calm in a world that often feels rushed for no reason.

Where do you notice fake urgency in your team?