Strategy with Seth: Lessons from the Belfast, Derry & Dublin Masterclasses

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Three Cities. One Legend. Endless Ideas.

Over the past few months, Horrible Brands™ has had the honour of being part of the Strategy with Seth Masterclasses, a series of unforgettable events across Belfast, Derry and Dublin, where marketers, founders and leaders gathered to rethink what strategy really means.

And yes, we mean Seth Godin, the Godfather of Marketing himself!

At each event, we rolled up our sleeves to deliver brand strategy exercises that helped attendees translate inspiration into action. It wasn’t just about listening to Seth’s brilliance - it was about embedding it into real businesses in real time.

Being able to share our approach alongside one of the greatest marketing minds alive was an absolute privilege. And judging by the energy in every room, the ripple effects will last well into 2025.

Alongside us and Seth, Andi Jarvis of Eximo Marketing dropped practical, actionable insights from his Strategy Sessions podcast, proving that strategy isn’t just theory, it’s a toolkit.

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Belfast: Setting the Stage

It all kicked off in February at The MAC in Belfast, where Seth joined virtually to share his latest thinking from This Is Strategy. The room was packed, the energy was electric and the insights landed hard.

One of the biggest takeaways? The role of status in driving action. If people define themselves by status roles, then shifting those roles creates tension,  and tension then fuels desire, loyalty and word-of-mouth.

Dublin: Choosing Your Future

Next up was the Guinness Enterprise Centre in Dublin, and this one hit deep.

Seth’s gut-punch quote of the day?

“When we pick our audience, we pick our future.”

It’s a reminder that trying to be everything to everyone means being nothing to anyone. The brands that win are the ones with focus, conviction and clarity.

From there, the lessons stacked up:
💡 Serving everyone = serving no one.
💡 Strategy isn’t “faster yesterday” — it’s about evolving.
💡 You’re not selling a product. You’re selling a promise, a change, a story.

Derry: Stories, Not Commodities

Last but not least we had Derry, where the conversation turned to the real power of branding. Seth nailed it with a line that hit us all square in the chest:

“An optician doesn’t sell eyesight. They sell you a way to change your face.”

Translation? Your product isn’t just the thing you sell. It’s the story people tell themselves about it. Nail that, and you’re no longer a commodity. Miss it, and you’ll forever be in a race to the bottom.

(Also: Seth’s a huge fan of Derry Girls. Who knew?)

Huge Thanks

None of this would have happened without Treena Clarke of The Big Marketing Meet Up and Invent Event Ltd, whose event strategy turned bold ideas into packed-out rooms. And to Andi Jarvis, for steering the conversations and adding his own razor-sharp insights.

We’re proud to have been part of this journey and even prouder to help businesses turn strategy into something practical, powerful and, yes, a little bit Horrible.

What’s Next?

The Strategy with Seth series proved one thing above all: strategy is alive, evolving and essential. Whether it’s status, story or audience, the brands that win are the ones who dare to think differently and act with purpose.

Three cities down. Countless ideas sparked. Here’s to building bolder strategies across Ireland and beyond (maybe NYC for the next one..?)

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