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Dilemma 6: Short Term Versus Long Term ■ 127

subjective phenomenon, can differ from time as an abstract
concept. In its abstract form we cannot know the future
because it is not there yet, and the past can be even less
known. We have memories—partial and selected—but
the past is no longer. The only thing that exists is the pres-
ent, our only entry to the past or future. Saint Augustine
wrote: “The present has three dimensions: the present of
past things, the present of current things, and the present of
1
future things.” Depending on where the accent is, we can
distinguish three kinds of culture orientations:

1 Past-Oriented Cultures
If a culture is primarily oriented on the past, then the future
is seen as a repetition of earlier experiences. Respect for
older generations and for collective, historical experiences
is characteristic of such a culture. In the business world,
fi nancial people tend to be partial to the past.

2 Present-Oriented Cultures
A culture that is mainly focused on the present will place
relatively little value on experiences of the past or on future
plans. Instead, daily experience determines thoughts and
actions. For example, you will fi nd that sales staff often
have a short-term orientation, based on the “here and now.”
For them, it is all about getting a signature on the dotted line
and clinching the deal.

3 Future-Oriented Cultures
As the name says, in a future-oriented culture, most of the
activities are primarily determined by future prospects.
When people are “charting a course” for the future, the
past does not play an important role. Discussions regarding