About this episode

James Lawrence interviews marketing expert James Hurman about balancing short-term performance with long-term growth strategies in marketing.

Most marketers are under pressure to deliver results fast. But when all of the focus goes into capturing demand that already exists, businesses eventually limit their ability to grow. Sustainable growth comes from balancing the customers ready to buy today with those who will enter the market tomorrow. In this episode, James Lawrence sits down with marketing effectiveness expert, entrepreneur and author James Hurman to unpack the ideas behind his new book, Future Demand. Together, they explore why so many businesses fall into the performance trap, what future demand actually means, why creativity remains one of marketing's most powerful growth levers, and how marketers can better communicate the value of long-term investment to CEOs, CFOs and boards. Visit: futuredemand.com Key Takeaways: Why businesses that focus only on short-term performance eventually hit a growth ceiling The ‘performance trap’ and how marketing teams unintentionally create it The role creativity plays in capturing the attention of future buyers Why marketers need to become better at communicating marketing's value internally Practical ways to build support for long-term marketing investment across leadership…

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