Seth Godin is the author of 21 international bestsellers that have changed the way people think about work and art. He writes one of the most popular daily blogs in the world and has given 5 TED talks.

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Guest Resource

This is Strategy – Check out Seth’s blog for videos and links.

3 Value Bombs

1) Authenticity is dramatically overrated. Authenticity is for friends while consistency is for professionals. You should not sign up to do something that you hate. People don’t want to buy the authentic you, people want to buy the consistent, professional you.

2) Strategy isn’t tactics, a permanent plan or a guarantee. Strategy is a philosophy of becoming. It requires us to see the world as it is and to imagine how we want to change it, who is it for and what is it for.

3) If you are trying to reach everyone, you will fail. The key is activation not attention. You just need to reach someone.

Show Notes

**Click the time stamp to jump directly to that point in the episode.

Today’s Audio MASTERCLASS: This Is Strategy

[1:24] – Seth shares something that he believes about becoming successful that most people disagree with.

First, authenticity is dramatically overrated. Authenticity is for friends while consistency is for professionals. You should not sign up to do something that you hate. People don’t want to buy the authentic you, people want to buy the consistent, professional you.
Second, being hassled is overarated. No one wants to be hassled. People want to be seen, connected and treated with dignity. They want your help to get them to where they are going and they don’t want you to hassle them.

[2:32] – Seth talks about what an effective strategy framework looks and feels like.

Strategy isn’t tactics, a permanent plan or a guarantee. Strategy is a philosophy of becoming. It requires us to see the world as it is and to imagine how we want to change it, who is it for and what is it for.
The world is divisive and chaotic because technology and systems change. What we have is the chance to find better waves that we can see to play the game so we can show up with empathy to the market and make our work feel a lot easier.

[4:16] – Seth talks about some of the amazing stories and takeaway from his book starting with #47 – The 27 Egg Dishes.

Beryl Shereshewsky wants to be a star by teaching people how to cook in YouTube but her problem was there are so many people who does it and the chances to become one is very low. What she did is she created a YouTube network where she teac hes people how to cook but she highlighted how her viewers around the world were cooking and made them celebrities within the circle that they want to be a part of.
She transformed her viewers into participants and the word spread. Now she has a gig in PBS, US and has a million followers in YouTube.
She made a living doing this because the world is waiting for someone to organize, connect and lead.

[6:24] – Seth talks about #181 – Dorothy & Her Crew.

One of the lesson we can take from the Wizard of Oz is Dororthy persuade the Lion, the Tin Man and Scarecrow to join her on the trip to see the Wizard by not making a case about how much she missed home. She created the conditions where the others could get what they wanted by joining her and not demanded that they help her to get what she wanted.
This idea of empathy is realizing that others don’t want what you want, don’t see what you see and don’t need what you need. If you don’t mean what you say, people will not engage with you and will not be a part of what you are doing.

[9:02] – Seth shares one thing that is really interesting that goes unnoticed in Dorothy and the Wizard of Oz.

He goes deep and went inside the computer game version of the Wizard of Oz world. When Dorothy came back to Kansas and was surrounded by people who were in her make believe dream, the Wizard who was a bad guy in the movie was not a bad guy in Kansas but he is just selling pussy bows and snake oils who has a heart of gold and who helped Dorothy.
In reality, we are surrounded by people like this. Only when the curtain is pulled and we see who that person is, is the Wizard freed from becoming the person we wanted him to be. We can get out from a system that is pushing us to be that evil wizard.
Another thing is when the Wizard told Dorothy to bring him the broomstick and he will bring him home. The truth is the Wizard doesn’t need the broomstick, he just want her to go away.Often in B2B calls, the client sayd “bring me the broomstick” and we will do business with you but they don’t really need it. They are basically saying “I’m afraid of going forward until they are not afraid anymore”. And that will be your que , that what they really need is connection and assurance.

[11:50] – A timeout to thank our sponsors!

HubSpot: Breeze is HubSpot’s collection of AI tools that helps you turn one piece of content into a whole suite of assets. Visit HubSpot.com/marketers to learn more!
Author100: A 100-day program where I will personally guide you 1-on-1 to create, write, publish and market your book! If you want daily guidance and mentorship from me, JLD, then head over to Author100.com to sign up for a free call to chat about the details!

[13:47] – Seth talks about #223 – The thing about cheaper.

Its either you are going to race to the bottom or you are going to race to the top.
Race to the bottom is simple. You will be the most convenient , the most cheapest and you can be anyone. But you will still not get them all, When you win the race to the bottom, you will live in the bottom.
Race to the top is you pay a lot but you will get more than you paid for. This is the chance we have to be distinct and to be the one and only. Its is much harder in the short run but in the long run you will gain an asset.

[15:37] – Seth talks about an excemption to this.

If the scale in that system allows you to be cheaper e.g. Walmart. Walmart sells items that other stores can’t ever bu y from manufacturers that is cheaper than Walmart sells to them. Walmart has a system in place that allows them to be happy and cheaper at the same time.
But for most of us, the race to the bottom is a trap.

[16:36] – Seth talks about #289 – What does wrong mean?

When you engage with a customer and they want something that you don’t want to make, you’re not wrong, you are just not a good fit.
The right thing for you to do is to make work for people who want it, who care for it, who needs it and who you can serve.
Be very clear on what a good job looks like and don’t base it on whether you will get an applause in the short run from people who are not going to be there for you.

[17:36] – Seth talks about the Sunk Cost Fallacy.

Sunk cost is anything you’ve invested in or bought in the past. To defend a decision that you have made 10 years agobut would sacrifice the next 15 years of your life is ridiculous.
The alternative is to realize that a sunk cost is a gift to your former self.
The things he walked away from are the decisions that are the most important and beneficial ones that he has ever made.

[18:50] – Seth talks about #115 – Everyone is Elusive

This is part of the curse of the internet.
The goal is not everyone because you can’t reach everyone.
The mass market is gone, the center is empty and if you are trying to reach everyone, you will fail. The key is activation not attention. You just need to reach someone.

[20:28] – Seth shares what inspired him to write his 21^st book “This is Strategy”.

You don’t get tomorrow over again. All of us have something to contribute. If you have an intuitive strategy and you don’t say it out loud , you are stuck. Find other people to talk about your strategy and where you want to go.

[21:12] – Call to action.

This is Strategy – Check out Seth’s blog for videos and links.

[23:06] – Thank you to our Sponsors!

HubSpot: Breeze is HubSpot’s collection of AI tools that helps you turn one piece of content into a whole suite of assets. Visit HubSpot.com/marketers to learn more!
Author100: A 100-day program where I will personally guide you 1-on-1 to create, write, publish and market your book! If you want daily guidance and mentorship from me, JLD, then head over to Author100.com to sign up for a free call to chat about the details!

Killer Resources!

1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!

2) Free Podcast Course: Learn from JLD how to create and launch your podcast!

3) Podcasters’ Paradise: The #1 podcasting community in the world!