Why we trade the future for a quick win. And what it’s costing us? We explore how the behavioural bias of hyperbolic discounting is fuelling short-termism in modern marketing, and our own actions.  from to slashed brand budgets. Why Buy-Now-Pay-Later schemes are so powerful How to lay golden-eggs Why Netflix continues to beat the gym How behavioural design revolutionised pensions If you're trying to get the right balance between brand and performance, then this should give you some food for thought. Further reading from the show includes: Binet & Field - The Long and the Short of it  Laibson - Golden Eggs and Hyperbolic Discounting   Thanks for listening. Don’t miss out on your copy of Fabricx’s Behavioural Bias Framework https://fabricx.agency/  Connect with us! Instagram: @fabricxlabs LinkedIn: https://www.linkedin.com/company/fabricxagency LinkedIn: https://www.linkedin.com/in/si-elliott/