Hyperbolic Discounting

They call it hyperbolic discounting. And it’s so hard to resist.

The bit of your brain that picks £10 today over £20 next month.

It's why diets fail. It’s why we doomscroll.

It’s why I’m addicted to online dating, jacked on steroids and have a good tan. Two truths and a lie.

Businesses are monetising it too. Startup Cluely, an AI tool built to cheat in coding interviews with the slogan "cheat on everything", raised $20m.

It’s why some CMOs greenlight the quick viral win over the longer campaign, or the customer experience.

All works a treat until it doesn't.

So here’s to the founders and brands betting on the boring stuff. With an eye on the compound interest of showing up, investing in reputation, trust and products that get better with time.

While nobody claps. Or screenshots it.

It’s so very boring. So Boomer. And i’m not even a Boomer.

But same as ever: it’s not this or that, one or the other. As a brand, a founder and even a mere mortal, you can play short and long.

The hack is to beware of the sugar high.