of the hour

[Aput]

Hello to all members.
Please let me know what is the meaning of "of the hour" in this sentence.

at this time, Finding new techniques for better performance of our company is the need of the hour.

Thanks for your help.
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World, No War

[Beeesneees]

It is a high priority (they need them now, as soon as possible - though not literally within one hour.)
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Cheers m' dears!