Book Review - THIS IS STRATEGY

THIS IS STRATEGY: Make Better Plans (Create a Strategy to Elevate Your Career, Community & Life). Seth Godin. (2024, Kindle Edition)

If you seek a “how-to” book that offers a framework and step-by-step guide for creating  a strategy and plan, this is not what you will gain from reading Seth Godin’s book, This is Strategy. However, if you seek insightful perspectives on the art and science of what it means to think strategically and advance impactful change in today’s complex and ever-changing world, then you will find this book to be a thought-provoking read and resource.

Seth Godin is a renowned author, entrepreneur, marketing expert and thought-leader in business and leadership. In his newest book, This is Strategy, Godin offers insights and perspectives on what he believes many people get wrong in developing strategies, as well as on what he believes people must consider in the process of creating a straightforward and effective approach to solving strategic challenges and creating impactful change. 

In his introductory remarks, Godin makes clear that this book is intended for anyone who strives to make impactful change. He describes the book as a “manifesto”, which can be worked through in part or in whole, and clarifies that the narrative he uses is purposefully “recursive and elliptical, circling back on itself”⎯thereby allowing the reader to see the inter-connectedness of four key threads to creating an impactful strategy including:

• time: because strategy plays out over a longer term, 

• games: because strategy involves multiple players and different possible outcomes,

• empathy: because strategy must cultivate understanding and the support of others, and 

• systems: because strategy builds and depends on systems—and ideally should leverage existing systems.

The format of the book is somewhat novel. The Table of Contents consists of a compilation of 298 numbered “riffs”⎯which are short, thought-provoking (and sometimes provocative) topical statements on strategy. Each riff is accompanied by a brief explanation and often a real-world example to fuel the reader’s thinking. To illustrate, following are select riffs (paraphrased) that serve to illustrate some of the core ideas/concepts on strategy that Godin advances throughout the book.

• Riff #1. Strategy is a Philosophy of Becoming: Godin advances the view that a strategy is more than just a plan—it’s a philosophy of navigating through uncertainty. He likens it to a compass, rather than a map.

• Riff #6. The Elegant Path is the Most Useful Way Forward: Godin argues that “elegant” strategies—i.e., ones that are the least complex and clearest way forward and also use existing systems as leverage⎯ provide a better solution.

• Riff #20. The Persistence of Systems: Godin observes that systems shift our perceptions and our actions, but do not always offer what we want or need. Therefore, he asserts that to create a more resilient and leveraged path forward, strategies must work with systems instead of fighting them outright.

• Riff #40. Strategy and Tactics: Godin clarifies that tactics are the hard work done in the short-term to support achievement of the longer-term strategy. But great tactics don’t help if the strategy is flawed.

• Riff #61. Seeing Strategy Clearly: Godin clarifies that strategy should be viewed as a flexible plan that serves as a guide in creating change and in informing decisions along with way, while working within a system.

• Riff #68. The Minimum Viable Audience: Godin emphasizes that a strategy should target the smallest viable audience. In his words, “If we fail with the small group, why do we think we’ve got a shot with the larger one?”

• Riff #96. What Does It Mean to Be a Strategic Thinker? Godin offers a succinct, yet insightful definition. “It means that you see the system.”

• Riff #139. The Need for Scaffolding: Godin astutely posits that if the change you seek to make depends on others joining in, making that compelling and easy to do is the first and only job. If there is no scaffolding that allows others to join you, it’s unlikely you’ll succeed.

• Riff #252. Every “Yes” Requires Many “No’s”: Godin maintains that opportunity cost is real. He observes that people often avoid choosing a strategy because they are not comfortable saying “no” to other opportunities (or distractions) that don’t align with long-term goals in order to make room for those that do.

In addition to the core concepts Godin poses to stimulate strategic thinking, he also offers instructive guidance and an actionable way forward under two riffs:

• Riff #31. There is a Method:  Here, Godin presents a series of 17 questions that can be used as a guide in articulating a strategy. 

• Riff #297. Questions that Lead to Strategy: Here, Godin offers a detailed list of questions that stem from the totality of the riffs presented that can be used as an aid in turning any project into work with impact.

Godin encourages readers to use this book as a catalyst for discussion with a small group of individuals, and/or to use the questions, lists, and challenges presented in this book as prompts for claude.ai⎯ which is a powerful AI tool that can take prompts and personalize it for a project, challenging readers to think about strategy in new ways. 

Please note that some readers may find the structure of the book’s content and the recursive nature of the material somewhat tedious to navigate (as was the case for this reviewer). That said, this is a timely book on navigating change in a disruptive world (just think of the impact of AI). In his introductory remarks, Godin cautions the reader that “to find a better strategy, we need to be prepared to walk away from the one we’ve defaulted into”. Indeed, creating an elegant strategy to advance impactful change in a disruptive world is not for the faint of heart. If you are up for the challenge and are willing to engage in strategic thinking on how to advance impactful change, this book is for you!