Seth Godin: Your Brand Has A Strategy Not An Advertising Problem

This past Tuesday, the author of 20 international bestsellers, Seth Godin launched his latest book, This Is Strategy, and we discussed some of its insights with him on The Lead Creative podcast. He challenges the common misconception that brands have a marketing or advertising issue when, in fact, the problem is their strategy.

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.”

“It doesn’t matter how fast you’re going if you’re going in the wrong direction,” emphasised Seth Godin. He also delves into how brands mistakenly pour resources into flashy campaigns and advertising spend without addressing the fundamental misalignment in their approach.

Seth also unpacks the pitfalls of relying on vanity metrics like followers and likes, calling them “false proxies.” He says building meaningful connections and trust within small communities is the real path to brand growth and longevity. “Your work spreads when people talk about you because it’s good for them, not because you told them to.”

Mongezi Mtati also asks him if marketing is ethical, and his refreshing answer may surprise and inspire.

Seth Godin breaks down how even giants like 宝洁 , who spend billions on mass advertising, face challenges in adapting to the evolving market. “P&G’s strategy has always been about mass market, but that approach isn’t growing anymore,” Seth explains.

If your brand has been chasing trends without seeing results, it may be time to revisit your strategy.

Hit play below to watch the full conversation with Seth Godin:

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The Lead Creative podcast audio is edited and produced by: Maishe Rakgoale .