Lenny Rachitsky (00:00): Before you came on, I asked on Twitter, what should I ask Seth Godin? The most recurring theme actually had to do with AI. How do you think all these new AI companies build brands to distinguish and differentiate themselves? Seth Godin (00:10): AI very soon is going to stop being a feature the same way electricity is not a feature. What AI companies and all companies need to do is say, what's in this for the user? What promise do I want to make a difficult promise, a remarkable promise, and then how do I keep it? Lenny Rachitsky (00:26): You wrote a new book. You basically talk about how a great strategy has tension at the center of it. Seth Godin (00:31): Tension is at the heart of every art form and every innovation. What we do when we launch a new product, we say, we have this thing that can do X, and now the person is imagining what their life might be like if that were true. If they fall in love with that possibility, now there's tension. Did you tell the truth? Is it going to work for them? Lenny Rachitsky (00:51): There's the section that stuck out to me, these four insights that basically determine what your life is going to be like outside of actually building the product. Seth Godin (00:59): For a product person, these are the critical choices and you probably have glossed over them. Lenny Rachitsky (01:11): Today my guest is Seth Godin. Seth is an absolute legend. He's published 21 books, including 18 international bestsellers. He's been blogging every single day for almost 10,000 days in a row now. His writing and his advice have inspired me and so many people all over the world for the past few decades. He shares wisdom and advice around stuff that everyone can benefit from, including how ideas spread, when to quit, how to lead, how to stand out, and most of all how to change everything. In addition to his writing and speaking, Seth has founded several companies, including Yoyodyne and Squidoo. He also started the altMBA p...