Why should you defend your time?

Defending my time is perhaps my least favorite thing to do, yet it's one of the most important.

Seth Godin knocked it out of the park with this post today, as he always does. He says:

A big part of doing your work is defending your time and your attention so you can do your work. No one is going to do it for you and it's not easy or fun. It's work. But worth it.
In my experience, defending one's time brings fallout.

It can even result in the loss of relationships.

When I've kept my resolve and done what I know I'm supposed to do I've been called everything from a wet blanket to things it would be wise for me to not publish here. My point is, defending your time is sometimes more than just "not easy or fun" -- it can cause huge and painful shifts in your life.

When people are convinced they deserve a space of your time and for whatever reason you do not give it to them, be prepared for tension...or worse. Being able to weather that tension determines whether you will be able to go to the next level. Because unless you defend your time, there is no next level.