Musa Tariq on How Short-Term Growth Can Disguise Bad Strategy

Early in his career as a social media coordinator at Burberry, Musa Tariq spent six figures to livestream a 2008 Burberry fashion show that, despite hopes of reaching one million viewers,  delivered only 673. While it looked (and felt) like a failure and the end of his job, Burberry CEO Angela Ahrendts recognized it as a first of its kind that needed time to grow. 

For him, this was a defining lesson in resisting short-termism that’s guided his work and career from Nike, Ford, Apple, and Airbnb, to his tenure as CMO of GoFundMe. Now as co-founder of the consultancy Science and Story, he is working to bridge one of the most expensive divides in business: the one between brand and business strategy.

Create or Destroy: Reimagining Marketing with Seth Matlins is produced by The Wisdomous Company and the Vox Media Podcast Network.

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