Why “today” is usually not very sexy

Unlike the words “tomorrow,” “next week”, “next month” and “next year,” the word “today” is usually not very sexy. But don’t take my word for it—here’s what Jason Fried, co-founder of 37 signals, said on the subject:

Next quarter.
Next year.
Five years from now.
Exit strategy.
Throw these words away.
They don’t matter.
Today is all you have in business.
Tomorrow is just today again.
Next week?
Seven todays in a row.
A month isn’t 30 days.
It’s 30 todays.
” (Emphasis mine.)
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My 2¢: “Today” is usually demanding. And demanding = the opposite of sexy.
So what are you going to do today?