Colossians instructs us to redeem the time when speaking with those who have not yet come to the knowledge of the truth. Because we do not know how long they will be in our lives, we need to use the time wisely.
People who are permanent fixture in our lives can suddenly be gone. Jobs, retirements, deaths, changes in our community all have an impact on who interacts with us. There is no time to be lax in what we believe, no time to allow a discrepancy to change our message from sincerity to hypocrisy.
At all times we must always walk circumspectly remembering who we represent (Colossians 4:5-6).