This Is Strategy: Make Better Plans (Create a Strategy to Elevate Your Career, Community & Life)

by Seth Godin

In 1973, Leigh Van Valen demonstrated that species go extinct as a result of changes in their environment, not because they are ancient or out of steam. Since other species are evolving at the same time, what worked yesterday to support an organism might not work today. There’s a constant race for a sinecure, and even when one is found, it doesn’t last. The Red Queen Theory helps us understand why our world seems so chaotic. AOL won the internet, until Yahoo did, until Google did, until Facebook did, until TikTok did. There isn’t an end, but simply the beginning of a new game, played anew. Our strategy will work until it doesn’t. Because our strategy has an impact on the system, the system changes. Not simply as the result of our work, but in response to other strategies as well.