The bank robber may have a long run of just thirty minutes. Stealing money today appears worth it because tomorrow is just too far away to consider.
There are organizations and nations that have been around for hundreds of years and expect to be around for another thousand. They have a long run a little longer than yours.
I think we can agree on what the short run is. The question worth asking your brand, your boss or your family is: what's the long run? Most of the time, we err on the side of short.