is the length of an eternity? //
How soon will it be?
Organizations are often incapable of planning for the future ten years in advance. If a company claims to be carbon neutral by 2030 they are actually stating that they might never be.
Because almost all of the pressures placed on them are temporary. It doesn’t help that very few people are likely to remain in the same job or at the same company. It’s much easier to describe something in the future and then “go to work”, where work is all about obsessing over the immediate.
This is not only a business problem. Individuals can do this too. Companies are just groups of people.
A powerful competitive advantage is to change the way we define ‘now’ or ‘later.
