Weather is not climate

A cold day or month or even a year doesn't mean the climate is not heating up. However, a changing climate can make certain extreme events more likely. Climate change will make heavy rainfall even heavier, and heatwaves hotter and more frequent.

It's not a photographic recording and it changes over time: our brains are forever rerecording those memories, making them far more error prone.

Recalling a long-term memory brings it back into our short-term memory, which essentially gives it new context. 

Marketing effects take place over an extended period of time.

Marketing moves often show the same phenomenon: Long-term effects are often the direct opposite of short-term ones.

In the short term, a sale increases business, but in the long term, sales educate custom...