Short-term thinking doesn’t only happen in a crisis. Whether it's a company keeping
up with investor demands and the pressure to meet quarterly growth targets or
a small business trying to maintain a steady cash flow, businesses are constantly
pushed to produce more, more quickly, and this takes a toll on future plans. Add
a crisis, and the pressure intensifies. Businesses of all sizes, including smaller
companies that aren’t reporting their quarterly earnings to Wall Street, need to
balance short-term and long-term goals.
For creative teams, short-termism tends to translate into more projects with quick
turnaround times and campaigns that focus on immediate sales activation, instead of
longer-term campaigns that nurture customer trust and loyalty.