کتاب This Is Strategy

کتاب This Is Strategy: Make Better Plans (Create a Strategy to Elevate Your Career, Community & Life) (این استراتژی است: برنامه‌های بهتری بسازید (استراتژی‌ای برای ارتقای شغل، جامعه و زندگی خود ایجاد کنید)) اثری ارزشمند از ست گودین، یکی از تأثیرگذارترین متفکران کسب‌وکار جهان است.

کتاب This Is Strategy راهنمای جامعی برای ایجاد استراتژی‌های موثر در زندگی شخصی و حرفه‌ای است. گودین با زبانی ساده و روشی عملی، به شما کمک می‌کند تا با درک عمیق از محیط اطراف و شناسایی فرصت‌ها، برنامه‌های دقیق و موثری برای رسیدن به اهداف خود تدوین کنید. 

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Cover
Title Page
Dedication
Table of the Riffs
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
Some Other Books by Seth Godin
Bookstores Matter
Copyright
About the Publisher

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