Introduction: The Courage to Choose

We’ve been sold a lie.

That strategy is for boardrooms and binders. That it’s a clean, logical path from Point A to B — one paved with forecasts, KPIs, and tidy checklists. But Seth Godin, the most human marketer of our time, tears that myth to shreds with one clarifying truth:

Strategy is a choice. A scary, generous, beautiful choice.

In This is Strategy, Godin doesn’t offer formulas. He offers fire. He urges us to stop hiding behind tactics and finally commit to something real — a point of view, a promise, a path. He reminds us that the tension we avoid is the very thing that gives our work meaning. That if our strategy doesn’t make some people uncomfortable, we’re not aiming high enough.

This book isn’t about predicting the future. It’s about declaring it. And then showing up, again and again, to build it — even when the path is uncertain.

You’ll walk away with a spine strengthened by clarity, a lens that filters noise from signal, and a challenge to stand for something bold. Whether you’re leading a company, launching a project, or navigating your own next chapter, this book is your call to be strategic in the deepest sense:

Not by knowing everything — but by choosing what matters most.