In a digital business world where it’s believed everything can be measured there is an assumption that an action will result in a reaction. Much of our marketing is now created with the expectation that it will deliver an immediate (albeit short-term) reward. Of course, the best marketing doesn’t work this way. Immediate payoffs rarely lead to sustained results. Consider the difference between the ‘All You Can Eat’ promotion targeting casual passers-by and the restaurant that consistently delights customers who return.

When we adopt a short-term worldview it changes the stories we tell. We optimise our messaging for conversion at the expense of connection. Our attitudes and resulting actions demonstrate that we value quick wins over continuous progress.

The great work you do today might take months or even years to have an impact on your bottom line. You have the power to choose whether you’re here for today or tomorrow.

Image by Kerry Lannert.