Reassurance is futile

Seth Godin
2 min readNov 24, 2020

Because you’ll run out of it when you need it most

Everything is going to be exactly as it turns out

“Reassurance is futile” are the three trickiest words in my new book. That’s because we don’t want it to be true. Reassurance is warm, lovely and yes, reassuring. How can it be futile?

And how dare I act as though I want it to be futile?

Seth Godin

Founder of altMBA and Akimbo. Daily blogger, teacher, speaker, 20 bestsellers as well...