The Beekly: Seth Godin
Sustainability teams spend a lot of time reporting on what they've done. They spend comparatively little time thinking about how to position it — and what that positioning does for the business.
That gap is exactly what this conversation is about.
In this episode of The Beekly, Adriel Lubarsky sits down with Seth Godin — author of more than 20 books on marketing, strategy, and how ideas spread, including Purple Cow, This Is Marketing, and The Dip. Seth has spent decades helping organizations figure out not just what they do, but why it matters to the people they're trying to reach, and how to build something worth talking about.
The conversation will focus specifically on what sustainability leaders can take from the world of marketing and competitive strategy — and how to apply it inside their own organizations.
We'll cover:
Sustainability as differentiation: how companies can use their climate and ESG commitments not just as compliance checkboxes but as genuine strategic positioning, and what makes that positioning credible vs. hollow
Internal selling is still selling: how sustainability leaders can think about their boards, CFOs, and executive teams as audiences with specific needs, and how to communicate accordingly
The tribe inside the company: why the employees who care most about sustainability are a strategic asset, and how to mobilize them without losing momentum
What "remarkable" means in a corporate sustainability context: if a company's climate program isn't worth talking about, it probably won't be talked about, Seth's framework for building things that spread
The mismatch between ambition and narrative: why so many companies do genuinely good work and then fail to connect it to business outcomes in a way leadership actually hears
Who should attend
Sustainability and ESG professionals who want to sharpen how they communicate and position their work internally. Corporate strategy and communications leaders involved in ESG or climate initiatives. Anyone who's ever felt like their sustainability program is doing real things but not getting the organizational traction it deserves.