I vote for profitable revenue growth both in the Short and Long Term. The Long Term view is relevant because it is how moats and competitive edge is created and short term is necessary because it is when we capitalize on the moat and strengths we’ve created.

In case you are wondering, I am speaking about Media/Advertising.

I believe winning now and tomorrow happens when you’re solving a problem that is relevant to your core viable audience (and I don’t mean cohorts of 5 – 10 groups) with service that is consistent in delivering on it’s promise. This creates a brand identity that is familiar, recognizable and strong enough to weather storms as they come by.

Don’t settle for choosing either short or long term growth through media. I choose both…afterall that is the work.