Welcome to the What's Next! Podcast with Tiffani Bova.

As we approach the end of the year, I'm pausing to look back and celebrate all of the wonderful guests that I had the honor of speaking to on the show. And based on your feedback, many of these guests resonated with you as well so we're giving you another chance to revisit the stories, insights, and lessons you loved most in 2025!

This week, I'm excited to highlight an episode with Seth Godin.

Seth is a dear friend who I met in 2001 through his book Purple Cow, which is one of my all-time favorite books. Along the way, Seth has always been a great supporter of me and my career. Today, I'm eager to discuss Seth's latest book, This Is Strategy: Make Better Plans.

THIS EPISODE IS PERFECT FOR…anyone who wants a fresh perspective on leadership and strategy.

TODAY'S MAIN MESSAGE…strategy isn't a lofty document or annual exercise. It's a compass guiding every decision you make. Seth challenges the conventional idea of strategy as static and instead frames it as a dynamic, iterative process of becoming. He shares nuggets of wisdom from his new book, which he says is a love letter for the people he cares about.

KEY TAKEAWAYS… - Fear is often the thing that holds people back from making bold decisions. - False proxies, like easy-to-measure but irrelevant metrics, can misguide your focus. - The best leaders inspire action by focusing on the "why" behind their strategies.

WHAT I LOVE MOST…Seth's thoughts on practical empathy. He says it's easy to become attached to something because you've worked hard on it. Practical empathy is understanding your audience and imagining what they need, even if that means reinventing your offerings. It's a call to lead with both courage and care.

Running Time: 29:45

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Find Tiffani Online:

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Find Seth Online:

Website

LinkedIn

Seth's Book:

The Corporate Startup