Business Marketing

This is Strategy (Summary)

by Seth Godin

What if your detailed, 50-slide PowerPoint strategy deck is actually the opposite of strategy? Seth Godin argues that real strategy isn't a complex plan to win; it's a simple, courageous choice to be different—a choice to be 'this, not that,' even if it means deliberately disappointing most people.

If the Opposite is Stupid, It's Not a Strategy

A true strategy must have a viable alternative. Stating you will have 'high quality' or 'great service' isn't a strategy, because no one aims for the opposite. A real strategy involves a trade-off that another reasonable person could choose against.

A generic goal like 'we will offer the best customer service' isn't a strategy. A real strategy is: 'We will offer fast, no-frills, self-service support to keep our prices the lowest.' The opposite—'We will offer slow, expensive, high-touch personal support'—is also a valid strategy for a luxury brand.

Strategy is a Choice to Disappoint the Wrong People

Committing to a specific path means you must actively choose not to serve everyone. The power of your strategy lies in the customers and opportunities you are willing to turn away to better serve your chosen audience.

The airline Ryanair’s strategy is to be the cheapest option, period. This means they intentionally say no to comfortable seats, free snacks, and premium lounges. They are happy to disappoint customers looking for a luxury experience because their entire model is built on serving the price-sensitive traveler.

Strategy is Not a To-Do List

Many people confuse strategy with tactics. Strategy is the high-level, overarching decision about who you are and where you are going. Tactics are the specific actions you take to get there. Don't let tactics drive your decisions.

A restaurant's strategy is not its menu, its marketing plan, or its decor. Its strategy is the simple, foundational choice: 'We are the fastest, cheapest lunch spot for office workers within three blocks.' This single strategic choice then informs every tactical decision, from the menu (pre-made sandwiches) to the decor (minimal seating).

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