I went on a speed awareness course.
At the start, the course leader asked why people speed, and people listed everything you would expect, including running late, busy lives, appointments etc.
Then he pointed out that everyone of us had arrived for the course at least 10 minutes early, and some as much as an hour early. How had we managed that?
Well, the letter said that if we weren't here on time we wouldn't be allowed to do the course, and would have to pay the fine and get the points on our licenses.
He pointed out that what we were saying was that, if it was important to us, we planned ahead, checked our routes, prioritised setting off early, left time for possible hold-ups etc.
Lateness is a sign of how much of a priority the meeting is to you.