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OPINION28 November 2016

Playing the long game

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Behavioural economics Impact Innovations Opinion Travel UK

Rory Sutherland on the dangers of focusing on the short-term and easily measurable, at the expense of more relevant, but harder to measure, long term effects. 

"Because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs."

It’s a famous ...