Short-Term Thinking Leads to Long-Term Losses

I know two businesses that have made decisions based on today, and I predict their actions will come back to haunt them tomorrow.

Both have decided to stop their marketing communications for distinctly different reasons. One suffered a big loss recently when it lost a competitive bid that would put the company in a strong competitive position for years to come. The other company curtailed their marketing when a few projects came in unexpectedly as a result of referrals. Company #1 canceled their marketing because they perceive they do not need it. Company #2 says they cannot afford it. Both of them are likely to pay for these decisions later.

What happens to #1 when there are no fortuitous references in the future? There must be work in your pipeline. Similarly, #2 will also not build customers over the long haul with this type of thinking.

(Businesses are not the only entities guilty of this type of thinking. Certainly, many of our current government concerns have arisen because of the lack of forethought given to expenditures versus outlays. Many Americans do not have proper retirements planned because they did not plan in advance. Even much of our personal health problems can arise from seeing only the immediate.)

Jonathan Swift once said that vision is the art of seeing the invisible. Marketing and similar planning looks for those invisible tomorrows before they become the dire todays.