The company president has asked you, as the new controller, to comment on any deficiencies of the firm.
After saying you believe that the firm needs long-run performance measurements, the president says that the long run is really just a series of short runs. He says that if you do a good job of evaluating the short-run performance, the long run will take care of itself.
He sees that you are unconvinced and agrees to keep an open mind if you can make a good case for measuring and evaluating long-run performance. He suggests that you prepare a report stating your case. Do so.