# Musa Tariq on How Short-Term Growth Can Disguise Bad Strategy

An episode of [Create or Destroy: Reimagining Marketing with Seth Matlins](https://invisiblenetwork.ai/podcast/1896500003), 25 Aug 2026, 1 h 19 min.

Audio: https://www.podtrac.com/pts/redirect.mp3/pdst.fm/e/mgln.ai/e/257/pscrb.fm/rss/p/traffic.megaphone.fm/VMP2972807562.mp3

Early in his career as a social media coordinator at Burberry, Musa Tariq spent six figures to livestream a 2008 Burberry fashion show that, despite hopes of reaching one million viewers, delivered only 673. While it looked (and felt) like a failure and the end of his job, Burberry CEO Angela Ahrendts recognized it as a first of its kind that needed time to grow. For him, this was a defining lesson in resisting short-termism that’s guided his work and career from Nike, Ford, Apple, and Airbnb, to his tenure as CMO of GoFundMe. Now as co-founder of the consultancy Science and Story, he is working to bridge one of the most expensive divides in business: the one between brand and business strategy. Create or Destroy: Reimagining Marketing with Seth Matlins is produced by The Wisdomous Company and the Vox Media Podcast Network. Follow the podcast on Instagram / TikTok: @createordestroypod Learn more about your ad choices. Visit podcastchoices.com/adchoices

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