Adopting a “patient capital” mindset in marketing means slowly building up an audience by delivering the highest value thinking in the highest quality manner possible. People may not buy today. It means planning at longer timescales — quarters and years rather than days and weeks. You deliberately and intentionally build your reputation by developing your ongoing credibility. In the same way that a patient capitalist defers expectations of return, you defer your expectations of immediate buying decisions by focusing on the long haul.