What It Means To Choose Long-Term Vision Over Short-Term Gain in Business
By Sarah Dusek, entrepreneur, conservationist, investor, author, and speaker.
Instant results and quick wins tend to dominate the headlines and it can be easy to lose sight of the bigger picture. If you’re an entrepreneur, you’ve likely felt the pressure to prioritize immediate success—whether it’s hitting a revenue milestone, attracting investors, or keeping up with competitors. But let me tell you this: building something truly impactful, something that endures, requires a commitment to long-term vision over short-term gain.
Choosing long-term vision isn’t just a strategy—it’s a mindset. It means resisting the allure of immediate gratification and instead aligning your decisions with a broader purpose and future potential. It’s not always easy, but it’s worth it. Let me share why this matters and how it can transform your business journey.
The Cost of Short-Term Thinking
Short-term thinking often leads to decisions driven by urgency rather than strategy. It might mean taking on a deal that doesn’t align with your values just to boost cash flow, or sacrificing quality to meet a deadline. While these decisions might bring temporary relief, they can erode the foundation of your business over time.
I learned this lesson firsthand when I was raising capital for Under Canvas. Early on, I was offered an investment deal that could have solved our immediate financial challenges. But the terms of the deal were predatory—it undervalued our company and would have placed control in the hands of people who didn’t share our vision. Saying no was one of the hardest decisions I’ve ever made, especially when we were strapped for cash. But looking back, it was the right choice. Walking away from that deal allowed us to find investors who truly believed in our mission and helped us scale sustainably.
When you focus only on short-term gains, you risk compromising your values, alienating your customers, or stifling innovation. The result? A business that struggles to stand the test of time. The choices you make today will define the kind of business you’re building for the future. Will it be one driven by purpose, or one chasing quick fixes?
Why Long-Term Vision Matters
Choosing a long-term vision means building with intention. It’s about aligning every decision—big or small—with the future you want to create. This approach allows you to focus on sustainable growth, meaningful relationships, and lasting impact.
For me, long-term vision means thinking not just about the business but about the world we’re shaping. With Under Canvas and now Few and Far, we’ve always prioritised sustainability and community impact. We could have grown faster by cutting corners or choosing locations that weren’t ideal for conservation, but that would have betrayed the very principles that define our work. Instead, we’ve chosen to create experiences that not only inspire people to connect with nature but also protect the fragile environments we love.
This approach doesn’t just feel good—it works. Customers today are more values-driven than ever before. They want to support businesses that align with their own beliefs and contribute positively to the world. By staying true to a long-term vision, you not only build trust and loyalty but also create a business that’s resilient in the face of change.
Navigating the Tension Between Short-Term Needs and Long-Term Goals
Of course, prioritizing long-term vision doesn’t mean ignoring short-term needs. Cash flow, profitability, and operational challenges are very real, and they can’t be overlooked. The key is learning to navigate this tension without losing sight of your bigger goals.
Here’s how you can do it:
1. Stay Clear on Your Values
Define the non-negotiables for your business. What do you stand for? What principles will guide your decisions? When you’re clear on your values, it becomes easier to make decisions that align with your long-term vision, even under pressure.
2. Build for Flexibility
A long-term vision isn’t about rigid plans—it’s about direction. Create systems and structures that allow you to adapt to changing circumstances while staying aligned with your overarching goals.
3. Celebrate Progress, Not Just Milestones
Long-term success is built on incremental progress. Take time to acknowledge and celebrate the small wins along the way—they’re the building blocks of your bigger vision.
4. Find the Right Partners
Whether it’s investors, team members, or collaborators, surround yourself with people who believe in your vision and are willing to play the long game. Their support can make all the difference when times get tough.
The Rewards of Long-Term Thinking
When you commit to a long-term vision, you unlock opportunities that short-term thinking could never deliver. You create a brand that stands for something, a business that people are proud to support, and a legacy that extends beyond you.
For me, the greatest reward has been seeing the ripple effects of our work. With Under Canvas, it wasn’t just about building a successful company—it was about redefining outdoor hospitality and inspiring people to connect with nature in meaningful ways. With Few and Far, it’s about creating access to extraordinary places while ensuring their preservation and regeneration for future generations. And with Enygma Ventures, it’s about empowering women entrepreneurs to think big and create businesses that drive systemic change.
Each of these ventures required patience, persistence, and a willingness to make tough decisions. But the impact they’ve had—the communities they’ve supported, the environments they’ve protected, the lives they’ve changed—makes every moment of uncertainty worth it.
Choosing the Bigger Picture
So, what does it mean to choose long-term vision over short-term gain? It means having the courage to look beyond immediate pressures and focus on what truly matters. It means aligning your business with your purpose, even when the path is unclear. And it means trusting that the work you’re doing today will pay off in ways that are deeper, broader, and more meaningful than you can imagine.
If you’re just starting out, my advice is simple: don’t let the pressure for quick wins distract you from the bigger picture. Define your vision, stay true to your values, and trust the process. In the end, it’s not the speed of your journey that matters—it’s the direction you’re heading and the impact you leave behind.
