In this episode, I interview Seth Godin, a pioneer in ethical marketing, discussing his extensive experience in email marketing, the evolution of spam legislation, and the core principles of strategy outlined in his latest book. Seth emphasizes the importance of understanding systems, the distinction between finite and infinite games, and the significance of empathy in marketing. We discuss ownership structures, the value of raving fans, and the need for systemic change in addressing climate issues through the Carbon Almanac project. Seth's insights encourage a shift from competition to progress, highlighting that a small, dedicated audience can be more impactful than a large, indifferent one.