Authors Mark Miller, Lucas Conley, and Yvon Chouinard (foreword) are advocates for long-term leadership in a short-term world. Mark is the chief strategy officer of brand agency Team One and founder of The Legacy Lab, a consultancy dedicated to long-term brand building. To write Legacy in the Making (published by McGraw-Hill Education), Mark partnered with Legacy Lab executive editor Lucas Conley, a former staff writer for Fast Company and the author of two other books on marketing and business—Obsessive Branding Disorder (one of Strategy+Business’s best books of 2008) and The Method Method (listed as a “top ten” marketing book in 2011 by Advertising Age). Yvon Chouinard is the founder of Patagonia and author of the celebrated classic, Let My People Go Surfing.

We live in an era that celebrates speed over substance. A century ago, a company on the S&P 500 lasted 67 years. Today, it’s 15 years. Legacy—that which enriches and endures—is becoming a scarce resource. The irony: In an always-on world that increasingly values overnight success, instant gratification, and hyperactive short-term thinking, it is the leaders with long-term ambitions who will stand out, get ahead, and make their mark. We wrote Legacy in the Making to inspire ambitious leaders and brands to think long-term in this short-term world.

Legacy in the Making explores the five guiding principles of the “modern legacy mindset”—a new approach to business that is transforming how brands are built. Based on a groundbreaking study of venerable global brands like Patagonia, The Championships, Wimbledon, Lexus, and Taylor Guitars, Legacy in the Making follows a unique set of inspiring and influential leaders who are pursuing their ambitions and succeeding, even as the times, technology, and competition change around them. The book’s provocative and counterintuitive thesis: The best short-term strategy is a long-term one.

Following the success of Legacy in the Making, we launched our own philanthropic arm, The Legacy Lab Foundation, dedicated to advancing the interests of long-term thinkers of all ages. Beyond inspiring others to think long term, the foundation allows us to reinvest a portion of our book’s proceeds as grants for the next generation of modern legacy builders. This program, and the growing community of influential business leaders who have rallied to our cause, are two of the most important elements in our own legacy in the making.

Legacy in the Making: Building a Long-Term Brand to Stand Out in a Short-Term World has been shortlisted for the International Book category of the Business Book Awards sponsored by Dent. To get your copy of the book Click here.