
This is Strategy: marketing guru Seth Godin live at IULM
On February 3, IULM hosted an exclusive event dedicated to the key concepts of Seth Godin's book Questa è strategia, with the author joining live from the United States.
On Monday, February 3, IULM University hosted an event focused on the key concepts of Questa è strategia, the latest book by Seth Godin, one of the most influential thinkers in modern marketing. Joining live from the United States, the author shared his vision of strategy as a crucial element in tackling the challenges of an ever-evolving world.
To further explore the themes of the book, Massimiliano Freddi and Giuseppe Stigliano—both IULM faculty members and communication professionals—discussed the role of strategy in contemporary marketing.
Giuseppe Stigliano, curator of the Italian edition of the book, guided the audience through its key insights, emphasizing that marketing should start from consumers' real needs: "It’s not about convincing people to buy, but about understanding what they want and helping them find it," he explained, echoing the theories of Godin and Kotler.
Massimiliano Freddi, First Vice Chair of the International Association of Amusement Parks and Attractions, shared his professional journey and how Godin’s ideas have influenced his career. In particular, he discussed his experience with the ALT MBA, the training program created by Godin, which helped him navigate a professional crisis and develop new perspectives on marketing and leadership.
Seth Godin’s Contribution
In his live intervention from the United States, Seth Godin provided enlightening insights into the future of marketing, delving into the concept of permission marketing: "Traditional advertising interrupts. Effective marketing, on the other hand, is about earning permission to be part of people’s lives," he stated.
Godin also clarified the difference between personalization and a personal approach in marketing: "An algorithm can simulate a human interaction, but building a real relationship with the audience requires authenticity and commitment."
Future Challenges: Strategy, Artificial Intelligence, and Innovation
The discussion then shifted to the evolution of artificial intelligence in marketing. Godin compared AI to electricity a century ago, arguing that "it won’t eliminate jobs, but it will radically transform the way we work."
The event concluded with a reflection on strategy as the foundation of business and marketing: "Strategy is the hard work we do before doing the hard work," Godin emphasized, reinforcing the importance of planning before action.
A thought-provoking event that provided invaluable insights for students and professionals alike, reaffirming the importance of a conscious strategic approach in the world of communication and marketing.
The event was organized in partnership with Hoepli Editore.