Do you even know? No one can genuinely create a sense of urgency without cause or reason. Everyone is competing against the clock (we’re mortals, after all), but why? For what reason? Is it a race? Against whom?
If you have a clear opponent to beat, that’s easy. Wave the enemy’s flag in spite and embrace competition as a positive energy in your organization or life. Move forward and fast, as if it were a fun game.
If you are a startup or non-profit without grasp of a market, what are you competing against? Most small organizations compete against sinking bank accounts. Young companies not yet cash-flow positive must sweat their burn rates and execute on their vision before running out of money. If the money drain is your greatest enemy, make a big deal about that, too. Don’t hide it from your people; share the bank statement with managers if you want them to understand that particular sense of urgency. They will understand.
You cannot motivate people from scratch. You can only give them the tools, information and environment to hopefully inspire them to motivate themselves. As a leader, you must know what you are competing against. And do not forget to share that information with your people who suffer the whip every day.