Time management isn’t about the ticking of the clock—it’s about how we choose to use the hours we’re given. In his powerful webinar, Brad Sugars, CEO and Founder of ActionCOACH, breaks down the myth of "time management" and offers a fresh, actionable perspective: what we’re really managing isn’t time—it’s ourselves.
If you’ve ever felt overwhelmed, overworked, or underproductive, this is for you. Brad offers not just theory, but practical methods you can implement immediately to make more of your day, increase your efficiency, and feel more in control of your life and business.
It’s Not Time Management—It’s Self-Management
Brad opens by flipping the concept of time management on its head. We don’t manage time—time marches on regardless of what we do. What we manage is our behavior, our choices, and our focus. It’s a mindset shift that has dramatic implications: success isn’t about doing more. It’s about doing what matters most.
The real challenge lies in discipline. Are you internally disciplined, or do you rely on external tools like reminders, assistants, and coaches? Either way, the goal is to create systems that reinforce high-priority activities and reduce distractions.
Accountability Drives Discipline
Without accountability, time slips through our fingers. Brad emphasizes the importance of external accountability—daily and weekly reports, team check-ins, and coaching—to keep yourself and your team on track.
He draws attention to how high performers treat deadlines. They don’t scramble last minute. They plan ahead and execute consistently. Accountability is the lever that moves productivity. When you know you’ll be asked to report results, your behavior changes. You stay focused.
Brad encourages business leaders to instill accountability across their entire team. From performance reviews to end-of-day check-ins, these systems make sure everyone is operating with intention. When people know they're being measured, they show up differently. They plan better, execute faster, and waste less.
Build a Team, Don’t Go It Alone
You can’t do it all. Brad is clear: if you want to scale your business or life, you need a team. Whether you hire in-house or outsource, leveraging others to handle tasks not only saves time but boosts profitability.
He explains the old adage: rich people spend money to save time, while poor people spend time to save money. If someone can do something for $20/hour and your time is worth $100/hour, delegation becomes a no-brainer.
Even hiring a part-time virtual assistant to manage emails or schedule meetings can buy back hours each week. Brad points out that failing to delegate often stems from a false belief that doing it yourself is cheaper. In reality, the opportunity cost is much higher.
Respect Time—Yours and Theirs
How you value others' time says a lot about how you value your own. Brad warns that chronically late people are not just being rude—they're showing a lack of respect for both parties’ time.
He advises tracking how much time you have left—literally. With roughly 4,000 weeks in a lifetime, every wasted hour is a missed opportunity to build the life you want. When you frame time this way, it becomes a resource you protect fiercely.
A practical step Brad recommends is running a time audit: write down every activity you do in 5-minute increments for two weeks. You’ll quickly discover where your time is going—and where it’s being wasted.
Clarity Creates Capacity: Use Dreams and Goals to Filter Your To-Do List
What keeps people overwhelmed isn’t too much to do—it’s not knowing what to say no to. Brad introduces a powerful tool: using your dreams and goals as a filter.
Without a clear vision for your future, everything feels urgent. But when you know where you’re going, you can make better decisions about what truly deserves your time and energy. This mindset helps avoid the trap of people-pleasing and overcommitting.
He also outlines strategies to politely say no, especially in business settings, while still maintaining professionalism and rapport. When your calendar is guided by your goals, it’s easier to avoid unnecessary commitments.
Planning from the End: Work Backward from Your Goal
Planning isn’t about creating 100-page documents—it’s about creating clarity. Brad encourages listeners to start with short-term planning before building into a long-term strategy.
One key insight: always work backward from the end goal. Whether it’s a project or a daily task, identify the outcome first, then map out what needs to happen to get there. This approach helps prevent overwhelm and ensures you use your time with intention.
Brad compares it to preparing a meal. You don’t start cooking without knowing when dinner needs to be served. Similarly, when you work backward from your goals, you can time your steps and avoid last-minute panic.
Categories and Roles: Manage Your Life, Not Just Your Tasks
Brad introduces a system of organizing your life into categories (e.g., family, business, health) and roles within those categories (e.g., father, CEO, friend). This system helps you track how you’re spending time across different areas and whether you’re honoring your personal values.
Once identified, each role is assigned a frequency—daily, weekly, monthly—and integrated into your calendar. This process brings balance and structure to your life, helping you allocate time where it truly matters.
He emphasizes that if you don’t plan your time, others will. Whether it’s clients, coworkers, or even family, people will gladly fill up your schedule if you let them. Having clearly defined categories and roles helps you stay in control of how your day unfolds.
Simple Techniques, Big Results
Brad wraps up with some classic yet powerful techniques:
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Use checklists and timelines (working backward) to track tasks.
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Touch things once—don’t read an email and leave it. Act on it or file it immediately.
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Keep a "time-waster list"—track who and what is stealing your time.
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Audit your days for two weeks in 5-minute increments to identify what actually fills your time.
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Prioritize tasks using the A-B-C method. Only assign 3–5 A-tasks per day and schedule them first.
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Set meeting durations to 20 minutes instead of an hour to avoid wasted time.
These techniques might be simple, but their consistent application creates profound improvements in productivity.
Implementation Starts Now
The difference between knowing and doing is action. Brad encourages attendees to commit to implementing one or two strategies from the webinar this week.
He reminds us that discipline doesn’t mean working harder—it means working smarter. Even 15 minutes of planning at the end of the day can save you hours tomorrow.
Want to Maximize Your Time and Results?
You don’t need more hours in the day—you need better habits, systems, and support.
Request a free discovery call with an ActionCOACH and learn how to implement these time mastery strategies in your life and business.
Start managing yourself, not just your calendar, and take back control of your day.
