This conversation with Seth Godin explores the difference between strategy and tactics, why most brands confuse the two, and how true marketing is about the product and story itself—not just promotion. Seth unpacks how systems shape behaviour, often invisibly, and how founders can break or reframe those systems to create new opportunities.

The episode dives into the idea of customer traction and feedback loops—how the right audience, story, and channel can make or break a product. Seth illustrates with examples from Patagonia, Dyson, Apple, Prince Spaghetti, Tony’s Chocolonely, Innocent Drinks, and Scharffen Berger Chocolate—showing how successful brands win by embedding meaning, status, and culture into their strategy, not just chasing tactics.

Creativity and consistency are also central themes: Seth argues professionals “ship” every day, rather than waiting for inspiration, citing musicians and artists like Miles Davis, Rolling Stones, David Bowie, and Patti Smith. He frames origin stories as self-fulfilling—founders must choose a productive story that drives them forward.

At its core, the episode is about seeing differently: spotting the hidden systems we operate in, distinguishing tactics from strategy, and building stories that compound over time. The conversation blends behavioural economics, culture change, and practical examples into a playbook for founders who want to grow brands that matter.

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ON THE MENU:

1. From Cafe to Nightclub GM at 19: Eat Club's Genesis
2. Behavioral Science & Social Proof in Nightclubs
3. Volume is Everything: Why Restaurant Capacity Matters
4. Reframing the Question: Growth vs. Cost-Cutting Mindset
5. Product Market Fit: Why Restaurants are Quiet Mid-Week
6. What is Eat Club? Dynamic Pricing for Restaurants
7. The "Trough of Sorrow": Building Eat Club Through COVID
8. Lessons from a Montenegrin Boss: Relentless Work Ethic
9. The Challenge of Scaling: From 12 to 100+ Employees
10. Tech Insights for Restaurants: Customer Lifetime Value
11. Dynamic Pricing Objections: Why People Don't Get It
12. Dynamic Pricing & The Human Element in Sales
13. Marco Pierre White: Early Investor & Eat Club Ambassador
14. Marco Pierre White on Brand vs. Business: Fill Those Tables
15. Arbitrary Pricing: Why Dynamic Pricing is Essential

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