Is There a Difference Between Short Term and Long Term?

The loser in this game is those who sort of associate themselves with being the brand side of the equation, says Benet field. It seems to have become a huge challenge to encourage and generate appetite for investing in the longer term. There's something I'm thinking about at the moment, this idea of the performance plateau - that when companies reach a certain scale they use performance marketing to do their best work. And then start to reach a bit of a plateau as their ROAS or CPA's aren't giving them what they need. They're looking for something else and are seeking the kind of theory and practice that will help them do that.