این استراتژی است: برنامه‌های بهتری بریزید (استراتژی‌ای خلق کنید تا حرفه، اجتماع و زندگی خود را ارتقا دهید) ۲۰۲۴
This Is Strategy: Make Better Plans (Create a Strategy to Elevate Your Career, Community & Life) 2024

1. Cover

2. Title Page

3. Dedication

4. Table of the Riffs

5. Introduction

1. Strategy is a Philosophy of Becoming

2. Four Threads, Woven Together

3. What Do People Want?

4. The Non-Strategy of “Take What You Can Get”

5. Awaiting Instructions

6. The Elegant Path is the Most Useful Way Forward

7. Not All Elegant Strategies are the Same

8. Systems are Unseen and Persistent

9. We Live in the Solar System

10. Systems Deliver Value

11. The Buildings or the Roads?

12. The Unseen Assistant (and the Mysterious Vandal)

13. Can You See the River?

14. The Collective

15. Successful Systems

16. Real Life Isn’t Lego

17. Two Myths About Systems

18. Built, Natural, and Complex Systems

19. What Makes a System?

20. The Persistence of Systems

21. From Fine China to Underwater Headphones

22. Duncan Hines (and Nina Zagat)

23. All Dogs are Mixed Breed Dogs

24. U.S. News Changed College

25. Where’s the Meter?

26. Seeing (and Changing) the Chocolate System

27. Serious Games

28. There are Games in Every Strategy

29. We are All Time Travelers

30. Seeing Time

31. There is a Method

32. The Heartbreak of an Intuitive Strategy

33. Hiding from a Useful Strategy

34. Low-Hanging Fruit Isn’t

35. Rome Was Built in a Day

36. One Telephone is Worthless

37. The Desert Island Mythologies

38. Cities are Contagious

39. Analyzing the Last Move

40. Strategy and Tactics

41. Toward a Strategic Practice

42. Project Work is Different

43. You Might Need a Strategy To

44. Slithering, With Patience

45. Plants Make People Happy

46. Seat Belts Save Lives

47. Airbnb was Lost

48. Twenty-Seven Egg Dishes

49. Esther Changed the World

50. Shine a Light

51. Big Problems Demand Small Solutions

52. “Getting the Word Out” (Also Known as “Selfish Shouting”)

53. Use, Be Used, or Change It

54. Freedom is Possible

55. Getting Clear About the Business Model

56. And It Flies

57. Passion and Our Business Model

58. The Circle of Us and the Circle of Now

59. Selling Selfish

60. Next Guest, Best Guest

61. Seeing Strategy Clearly

62. A Blueprint is an Assertion

63. Sharing Your Strategy: The Modern Business Plan

64. Intuition is Strategy Without Narrative

65. The Thing About Effort

66. Resilience and Leverage

67. It Barely Works

68. The Minimum Viable Audience

69. And Then What Happens?

70. To Kill All the Whales

71. Not All Needs Have a Market (Yet).

72. Seeing the Windmill

73. Without a Strategy

74. Some Reasons We Avoid Having a Strategy

75. A Framework for a Strategy

76. Creating the Conditions for Change

77. Twelve Slogans

78. Unseen Systems and Unintended Consequences

79. We are Not Plankton

80. Strategic Marketing

81. No Time to Waste

82. Strategy and Aimlessness

83. “Should” Might Be a Trap

84. Where is the Blueprint?

85. Sooner or Later

86. Strategy is the Partner of Freedom

87. The Lottery is Not a Strategy

88. Nostalgia for the Future

89. Doing Our Job or Doing Our Work?

90. Tension First and Above All

91. The Fastest Cyclist in the World

92. When Did Apple Become Apple?

93. When Did Netflix Become Netflix?

94. When Did David Bowie Become David Bowie?

95. What’s Your Strategy?

96. What Does It Mean to Be a Strategic Thinker?

97. Tactics are Not Strategies

98. What’s a Feedback Loop?

99. Time Isn’t Free

100. Avoiding Hindsight Bias

101. Not the Parts, the System

102. Thinking About ‘Status’

103. Seeing Status in Hollywood

104. The Output of Systems

105. Our Intent is Altered by the System We’re Part of

106. The Birth of Afya

107. Perpetuating the Scam

108. Toxic Systems

109. The Urgency of “No”

110. On Being Judged

111. Choose Your Customers and Choose Your Future.

112. Choose Your Competition and Choose Your Future

113. Choose the Source of Validation and Choose Your Future

114. Choose Your Distribution and Choose Your Future

115. News, Ideas, and Distribution Changes

116. “Everyone” is Elusive

117. What Do You Want?

118. What Does It Want?

119. The Runaway Conditions

120. Things That Scale

121. Working for the System

122. Who is in Charge?

123. Snapshots and Movies

124. The Day I Met Derek Sivers

125. The Emperor Penguins, Crowds and Fear

126. If You Want to Start a Fire

127. The Five Steps to Widespread Change

128. Sand Hill Road

129. 100 is a Fine Way to Start

130. Failing to Change the Donation Dynamic

131. Shun the Non-Believers

132. Understanding Adopters

133. Time is the Overlooked Axis

134. Getting Comfortable With a Series of Snapshots

135. Embrace the Gulf of Disapproval

136. Deterministic Nonperiodic Flow Proves the Point

137. Chasing the Hype Cycle

138. Seeing the Chasm

139. The Need for Scaffolding

140. Scaffolding and Marketing

141. The Catch-22 of Leveraged Systems

142. Treating Different People Differently

143. Shifting to the Masses

144. Misunderstanding Quality

145. The Challenge in Finding Useful Criticism

146. Being Clear About “Better”

147. What We Ask Ourselves When It’s Our Turn on the Curve

148. Short-Term and Long-Term Games

149. Infinite or Finite?

150. Scarcity or Abundance?

151. Dominance or Affiliation?

152. Paying It Forward Vs. Paying It Back

153. Maintenance, Substitution, or Possibility?

154. Games of Skill, Luck and Privilege

155. Games With Divergent Objectives

156. Mutual Enrollment and Complex Games

157. Don’t Bet on Games You Can’t Win

158. All of Our Strategies are All of Our Strategies

159. Grabbing the Last Doughnut

160. Systems Thrive, and Then They Don’t

161. To Get to New York

162. If It Fits, You Can Ship It

163. Feeding the System

164. Scarcity and the Drivers of a System

165. Scale and Magic

166. How NPR Lost to the Podcast

167. Self-Interest is Self-Evident

168. It’s Easy to Avoid the Most Important Part of Our Job

169. It’s Voluntary

170. “I Will If You Will”

171. Bringing Strategy to Marketing

172. Living in a Van

173. Acorns Sometimes Become Oak Trees

174. Systems Have Multiple Objectives

175. One Way to Solve the Problem is to Change the System

176. Interoperability

177. What Does the System Respond To?

178. The Paradox of Substitutes and Uniqueness

179. Commodities

180. Understanding Genre

181. Medium Vs. Message

182. Thoughts on Pricing

183. Strategies Require Empathy

184. Dorothy and Her Crew

185. Everyone is Always Right

186. All Persistent Systems Rely on Feedback Loops

187. The Wildcard in Every Feedback Loop is the Delay

188. Systems + Games + Feedback Loops

189. Embracing Constraints

190. Who Benefits?

191. Six System Traps

192. The Moses Manipulations

193. Resilient Systems Stick Around

194. Trying to Turn Me Into an Addict

195. The Challenge of False Proxies

196. We See Systems When They are Forced to Change

197. May I See the Org Chart?

198. The Agent of Change

199. Looking for the Agent of Change

200. The Telegraph and the Skyscraper

201. Cheese Bullies

202. A Brief History of Jaywalking

203. What Will I Tell the Others?

204. Who Says Yes?

205. If You Want to Use the System

206. The Person in Front of You is Part of a System

207. Some of the Ways That Systems Operate

208. Types of Elegant Strategies

209. Bringing Change to a System

210. Luck Doesn’t Even Out in the Long Run

211. Leverage and the Exaggeration of Strategies

212. Intent and Side Effects

213. Turbulence and Systems Transformation

214. Gatekeepers

215. Kinds of Tension

216. “What Will I Tell the Others?”

217. Two Tesla Parables: Ludicrous and the Clown Car

218. Competitive Advantage

219. Metcalfe’s Law is Waiting for You

220. The First Rule. . .

221. Do Vs. Want

222. Exchanging the System is Tempting

223. Revolutions are Rare

224. The Game Belongs to the Children Who Play It

225. The Two Unseen Desires

226. The Thing About Cheaper

227. Compounding Our Tribal Instincts

228. Substitutes and the Race to the Bottom

229. Seeking the Invisible Hand

230. Examples of Systems Living in Tension

231. Which Hat?

232. The Weather Report is a Prediction

233. This Might Not Work

234. Back to the Rhino

235. Who Controls the Dice?

236. Who is Waiting for You at the Airport?

237. Understanding Statistics and Polls

238. Best Practices and the Status Quo

239. Analogies and the Problem With “Almost”

240. Cheerleaders and Coaches

241. Collapsing to the Center

242. Understanding the 2 x 2 Positioning Grid

243. The Blank of Blank

244. Moving to the Middle (or Not)

245. Going to Places the Competition Can’t Go or Won’t Go

246. Where is Everyone?

247. Getting the Word Out

248. Scaling Better

249. Half a Boat Isn’t Much Help

250. Thrashing at the Start

251. The Last Minute

252. Every Yes Requires Many No’s

253. Empathy for the Retailer

254. Bringing Intention to Projects

255. Successful Projects

256. The Three Project Traps

257. Communication With Intent

258. Risks Aren’t to Be Avoided

259. Constraints are a Gift

260. What Do You Make?

261. Problems are Opportunities

262. The Simple Hierarchy of Decision Effort

263. Optionality and Undo

264. Great Choice, Didn’t Work

265. Hidden Decisions Get Moldy

266. Compared to What?

267. A Quarter of a Million Dollars

268. Thinking About Money

269. No Regrets and the Kinds of Games We Play

270. Why is It Hard to Talk About Decisions?

271. Bad Luck Paralysis

272. Survivors are Noteworthy

273. The Regression Toward the Mean

274. Better Decisions and Better Outcomes

275. Not Making a Decision is the Easy Path

276. Assets are Tools

277. Assets Over Time

278. What Sort of Hammer Should You Buy?

279. Community Action

280. The Man Who Poisoned Us All

281. The Enduring Myth of Widespread Self-Control

282. Bringing a Strategic Approach to the Most Urgent System Change of Our Lifetimes

283. Helping the Market Fix What the Market Broke

284. Harnessing the Insatiable

285. The Action We Take

286. Indoctrination is Real

287. The Journey, Not an Event

288. Constant Pressure and Chiseling

289. Coordination Failure

290. Asynchronicity is a Superpower

291. Ignoring Sunk Costs: A Simple But Uncomfortable Idea

292. What Does “Wrong” Mean?

293. Tomorrow is Another Opportunity

294. Ignore Sunk Clowns

295. What to Wear on Wednesday?

296. People Like Us

297. Questions That Lead to Strategies

298. Acknowledgments

304. Some Other Books by Seth Godin

305. Bookstores Matter

306. Copyright

307. About the Publisher