Hey—It’s Toffer.
I just finished diving into Seth Godin’s This is Strategy, and let me tell you—I now look at strategy like I look at unli-rice promotions. You think you’re getting one thing, but if you don’t time it right, plan ahead, and anticipate the server’s next move, you’ll end up with a sad, half-filled plate while the guy at the next table is stacking bowls like a Jenga tower.
But here’s what really hit me: Strategy isn’t a map. It’s not a step-by-step guide that tells you exactly where to go, what to do, and when to do it. It’s more like a compass—it points you in the right direction, but the route? That’s up to you. And if you’re not paying attention, you’ll get lost in a Reddit thread about some condo horror story that started with a leak and ended with an entire ceiling collapsing. (TL;DR: Basag ang pangarap at yung kisame.)
Estimated read time: 5 minutes
The Time Tension
What really stuck with me was how Godin puts time at the core of strategy. He says time-bounding creates tension—and this tension is what forces people to act. No deadline, no movement. No pressure, no innovation. This explains why we cram for exams, why people suddenly confess their feelings at the airport (LDR na tayo?), and why 90% of business ideas only get executed when there’s a rent payment due.
The best strategies use time as leverage. Airbnb? Perfect example. They saw an opportunity during a financial crisis, moved fast, and scaled when no one else was even thinking about renting out their air mattress. Meanwhile, many of us have ideas sitting in Google Docs, aging like an old TikTok trend—once full of potential, now just another draft nobody’s ever going to see.
Playing the Game
Strategy is also about the game—but not just playing it. You have to anticipate what happens next. Like chess, poker, or making sure you get ahead of the next trending topic before everyone else is suddenly an expert. It’s about knowing the moves and counter-moves, reading the room, and making sure you’re playing the right game in the first place.
I see this a lot in business. Some people think they’re playing Let’s Just Get a Lot of Likes on Instagram, when the real game is Let’s Build a Business That Still Exists in Five Years. Godin reminds us that strategy isn’t just action—it’s understanding how the game works and playing it smart.
The Smallest Viable Market
And this is where empathy comes in. Instead of trying to be everything for everyone (parang buffet na may sushi, lechon, at pizza pero lahat hindi masarap), Godin tells us to serve the smallest viable market—the right people, not all people.
It’s not about going viral; it’s about finding the audience that actually values what you do. And if you do it right? That smallest group tells their friends, and their friends tell more people. It’s how things grow organically—like a Facebook rant that somehow makes it to your Tita’s group chat.
Systems Are Sneaky
The last part? Systems. The hidden forces that either work for you or against you. Sometimes, it’s bureaucracy (LGU permit processing, I’m looking at you). Other times, it’s habits—like checking email 47 times a day instead of actually doing deep work.
If you don’t recognize the system, you won’t be able to change it. And if you don’t change it, you’ll keep running into the same wall, wondering why things aren’t working.
So, What’s the Move?
Godin’s take on strategy is pretty clear:
Set time limits—because urgency creates action.
Understand the game—and don’t just react, plan ahead.
Find your smallest viable market—the right people, not all people.
Recognize the systems around you—because they’re shaping your results, whether you see them or not.
For me, the biggest lesson? Strategy is about seeing time differently. It’s not something you passively experience. It’s something you actively use.
So the next time you’re stuck, don’t ask yourself what the next step is. Ask yourself: What’s the game? Who am I really serving? And what’s the smartest move I can make with the time I have?
And if all else fails, just remember: unli-rice strategy applies to life. The ones who win aren’t the ones who eat the most—they’re the ones who know exactly when to ask for a refill.
Your Friend in Rice,
Toffer