It’s about time.Time is everything, and it is nothing. The very definition is existential—the indefinite continued progress of existence and events in the past, present and future regarded as a whole. That’s heavy.I can’t think of anything more important than the decisions we make every day, week and month about how we allocate our time.Just as structure follows strategy, time allocation follows priorities—or it should.Never say you don’t have time for something. Instead, fess up, and say, “This is not a priority, and I’m making a decision not to devote my time to it.”We never want a calendar to rule our lives, but without intention, the priorities of our lives and the outcome of our existence will never be realized.Time management is a misnomer. Time prioritization is a better lens through which to value our most precious life currency.Three ideas to consider:1. The only time that matters is now, this moment, right now as you’re reading this. The past is over. And until the next moment arrives, don’t think about it. Own the moment.2. Time doesn’t exist. What you do is what’s real. Don’t blame time for what you haven’t accomplished.3. Decide what matters, and allocate how you spend your moments. Minutes, hours and all units we think of as time are just like a measuring cup that you pour your priorities into. The units of measure on the cup are like the units of time: they never change, and they don’t care what you pour in.We all know we can’t save time in a bottle. As the new year approaches, ask yourself the question, “How much of my time in 2017 moved me closer to my most important priorities?”In the immortal words of Dr. Seuss, “How did it get so late so soon?”My twist is ... It’s not too late, but it soon will be.