Every day we have to make a decision.

Short-term.

Or long term.

Most people.

Most brands.

They chose short-term.

Short-term is easy.

Long-term is hard.

If you want an easy life, do hard things.

If you want a hard life, do easy things.

Going to the gym each morning is hard.

Being distracted by your phone is easy.

If pain comes first, pleasure follows.

If pleasure comes first, pain follows.

There are no shortcuts to building a great brand.

But no one wants to hear that.

Everyone wants to be the hare.

But you know who wins in the end.