Seth Godin joins us to delve into the issues many marketers, strategists and creators face. There are countless examples of brands that nail the perfect campaign, pour resources into advertising and follow best practices, only to realise later that something still isn’t working. So, they turn to more advertising or tweak their marketing efforts, hoping this will fix things.
But what if the real problem isn’t in the marketing or the ads? What if it’s the strategy?
In this episode of The Lead Creative, we had the privilege of sitting down with the author of 20 worldwide bestsellers, Seth Godin, to talk about his latest book, This Is Strategy, and the powerful shift brands need to make. One of the many things Seth Godin shared that stuck with me is: “It doesn’t matter how fast you’re going if you’re going in the wrong direction.” Brands often think they have a marketing problem, but what they have is a strategy problem.
Seth’s approach challenges us to dig deeper. Instead of reaching for quick advertising fixes when the competition heats up, he asks us to look at the bigger picture: “A strategy problem is about solving the right problem for the right people.” And that’s where many brands get lost. They double down on flashy campaigns and viral moments, thinking they can outpace the competition, but as Seth says, “If when competition shows up, you run more ads, you’re in trouble.”
Mongezi brought up an interesting point in the conversation about how brands, especially in the digital space, can get trapped by superficial metrics such as followers, likes and shares. These are easy to track, but Seth warns against these “false proxies” that can seduce us into thinking we’re successful.
“More followers doesn’t mean you’re more successful. People will know your work because their friends told them, not because you told them,” he said. It’s a powerful reminder that real marketing is about creating trust and building meaningful communities, not chasing fleeting numbers.
Building a resilient brand that can weather the storm of competition and shifting consumer trends means going beyond the surface.
As creators, we need to ask ourselves: are we solving the right problems for the right people?
Are we focusing on long-term, sustainable growth rather than short-term hustle?
6 Key Takeaways:
- Stop Treating Symptoms: Ads won’t fix a strategy problem. Diagnose the real issue before you invest in marketing.
- Beware of False Proxies: Metrics like followers and likes don’t equal success. Focus on building trust and meaningful connections.
- The Power of Community: Your work spreads when people talk about you, not because you broadcast it. Give your audience something worth sharing.
- Think Long-Term: Quick wins through hustling and shortcuts can’t beat long-term strategy. Resilience is the real key to success.
- Smaller is Stronger: Focus on your smallest viable audience and serve them well. Trying to please everyone will weaken your impact.
- Intentional Creativity: Be remarkable, not gimmicky. Stand out by offering real value that your audience cares about.
This conversation with Seth Godin is a must-watch for anyone who wants to stop chasing temporary fixes and start addressing the real problems with their brand’s strategy. It’s about digging deeper and realigning your approach, whether you’re in marketing, advertising, or content creation.
Watch the full conversation with Seth Godin below:
Click play below to listen:
The Lead Creative Podcast is available on:
Or wherever you listen to your podcasts.
Follow The Lead Creative on:
Please share, subscribe and send us recommendations of creative industry thought leaders to feature.
Our podcast audio editing and audio production are done by: Maishe Rakgoale.