long-term thinking

The fact is, star brands take time to grow. Take some of the small makeup companies we have acquired recently, like Bliss and Urban Decay. When we bought them, they were little start-ups run by their founders—very simple businesses, but with a lot of originality in the products. So now we know we must nurture them until they have some history. But

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There is a common issue of over-optimizing the metrics in business, which can damage the whole system. Doing the wrong thing efficiently is actually worse than doing the right thing badly. – Rory Sutherland

Don’t get fooled by the insane outliers. It’s a long, slow road. But if you can stomach the wait, the embarrassment, and the frustration, you just might make it.