The Infinite Game From Simon Sinek

Marketers and salespeople are in our company for a specific period of time. They don't know when their call might be made to go somewhere else or take their talents elsewhere. The thing that I see across a lot of companies is most marketing executions do not focus at all on the long term because they're driven to how they're scored. And what's interesting is that when you think about things from a long term standpoint, it changes the behaviors that you do but you also get better results in the short term.