In the short term, brands that fool people achieve finite profits.
In the long term, brands that seek to develop trust over time achieve sustainable profits.
Most importantly, in the long term, brands that are sustainable make a difference to the world.
Take the long cut, not the short cut.
“The long cut is the single best way to make the change that we seek to have happen.” – Seth Godin.
The world needs more meaningful businesses, more complex skills, more united communities – to tackle the problems we face today.
All of these things can only be achieved by taking the long cut.