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Unless Wall Street undergoes a miraculous transformation and starts rewarding companies for their long-term strategies instead of almost exclusively for their short-term results, putting energy into hard-to-measure marathon plays such as lifetime customer value, earned media, and emerging markets will feel like a struggle, and even a risky proposition, to a lot of companies. The irony is that when executed properly, these marathons can reap dividends in a relatively short amount of time.
