Jul 9, 2026 · 6 min · 4 segments
We live in an age where trends shift by the hour, a single moment can break the internet, and AI empowers anyone to generate content with a simple prompt. But when your organization is constantly…
Mishar BrionesGuest
Adam SockelHost
Even before AI, this was a really challenging thing to get people to focus on because we are essentially renting people's attention, you know, and it can be really hard to stay focused on long term when everybody is so focused on just getting the attention of someone today, tomorrow, you know, a week from now.
I look at long term vision and how that connects to brand as being able to reduce how much money you're going to spend in the future.
So I don't think of long-term vision as this sort of like esoteric, ethereal sort of, you know, ephemeral sort of thing that happens in the future.
When we talk about, okay, well, I want to get the attention of somebody tomorrow, that should still be linking to your long-term vision.
So the only way that I've been able to do that is to continually bring it up.
Every week, every time we're having a conversation, you know, the conversation always has to link back to, does this make sense for the brand long-term? And that can also be a really big challenge because even though you have experience in this domain or maybe even in the industry, maybe you've been doing this a long time, you know that even if you have strong convictions, people don't always want to hear the truth of what you're doing because you're It can be really scary to double down on long term if you can't see the results in the short or medium term.
But I think about all of the brands that have created some kind of longevity in whatever space that they're in.
And a lot of them have always balanced out their brand building with longevity.
their growth, performance, marketing, whatever you want to call it, whatever the new terms are for like our marketing, whatever.
And brand strategy is just what are your foundations and where do you want to go? Why is it important? If we break it down into like simplistic terms, who are you? Who are you for? Why does it matter? What direction are you heading in? And then all of the things kind of linked together.
I think it's even harder now just because A.I. makes it very easy for people to come up with really eloquent answers to questions because they'll pop it into cloud or they'll pop it into ChatGPT.
And you'll think, who gave you this idea? Like there's no concept of like timing.
Often, you know, they'll come up with an idea and they'll tell you this is the idea that I have.
But I'm like, where are you in the journey of your business? Where are you in the market right now? What are your plans for growth and expansion? Do you always want to be something small and artisanal? Do you want to, you know, open up into new international markets and then decide, is this an idea that is for today or is this an idea for...
Even before AI, this was a really challenging thing to get people to focus on because we are essentially renting people's attention, you know, and it can be really hard to stay focused on long term when everybody is so focused on just getting the attention of someone today, tomorrow, you know, a week from now.
I look at long term vision and how that connects to brand as being able to reduce how much money you're going to spend in the future.
So I don't think of long-term vision as this sort of like esoteric, ethereal sort of, you know, ephemeral sort of thing that happens in the future.
When we talk about, okay, well, I want to get the attention of somebody tomorrow, that should still be linking to your long-term vision.
So the only way that I've been able to do that is to continually bring it up.
Every week, every time we're having a conversation, you know, the conversation always has to link back to, does this make sense for the brand long-term? And that can also be a really big challenge because even though you have experience in this domain or maybe even in the industry, maybe you've been doing this a long time, you know that even if you have strong convictions, people don't always want to hear the truth of what you're doing because you're It can be really scary to double down on long term if you can't see the results in the short or medium term.
But I think about all of the brands that have created some kind of longevity in whatever space that they're in.
And a lot of them have always balanced out their brand building with longevity.
their growth, performance, marketing, whatever you want to call it, whatever the new terms are for like our marketing, whatever.
And brand strategy is just what are your foundations and where do you want to go? Why is it important? If we break it down into like simplistic terms, who are you? Who are you for? Why does it matter? What direction are you heading in? And then all of the things kind of linked together.
I think it's even harder now just because A.I. makes it very easy for people to come up with really eloquent answers to questions because they'll pop it into cloud or they'll pop it into ChatGPT.
And you'll think, who gave you this idea? Like there's no concept of like timing.
Often, you know, they'll come up with an idea and they'll tell you this is the idea that I have.
But I'm like, where are you in the journey of your business? Where are you in the market right now? What are your plans for growth and expansion? Do you always want to be something small and artisanal? Do you want to, you know, open up into new international markets and then decide, is this an idea that is for today or is this an idea for...
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