Long, Short & Wrong


Fantastic article by Tom Roach, Exec Strategy Director at A&E DDB. Tom clarifies with evidence and examples that it’s not just short-termism to be wrong and rightly getting a lot of criticism; long-termism too should be avoided.

Too many people though, especially on the ‘brand’ side of the divide, also wrongly assume that because short-termism’s a bad thing, long-termism must therefore be a good thing, despite the potential for it to be just as damaging in different ways.

Tom Roach

The right model is always a dual-approach – what I call the two speed model. Long-term growth always has its roots in the short term. The two are connected, influence each other, and if you get the two working perfectly in harmony together, you’ll achieve the strongest, most sustainable growth possible.

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