Time is the wildcard

Seth Godin

by Seth Godin

February 24, 2026

AI-Generated Deep Dive Summary

Time is a wildcard that often determines whether challenges become problems or opportunities. The article argues that many issues we face—such as blocked cars due to snow, traffic delays, or financial strains—are not inherently problematic but rather the result of our decisions over time. By redefining how we perceive and manage time, we can transform these situations into manageable or even advantageous scenarios. For instance, two feet of snow blocking a car might seem like a disaster, but it’s only a problem if you need to leave immediately. Similarly, traffic jams are frustrating because we often don’t allow enough buffer time in our schedules. The article highlights that external factors like weather or congestion aren’t the root of the issue; instead, they reflect how we choose to allocate and manage time. By accepting reality as it is and adjusting our decisions accordingly, we can reduce stress and find creative solutions. The article also draws a parallel between personal challenges and broader business contexts. In business, time management is critical for success. Decisions about scheduling, resource allocation, and risk mitigation often hinge on how well we account for time’s unpredictability. By adopting a proactive approach to time, businesses can turn potential obstacles into opportunities for innovation or growth. Ultimately, the article emphasizes that our relationship with time shapes the narrative of our challenges. Instead of viewing the world as an impediment, we should see it as a canvas on which we paint our decisions. This mindset shift is particularly relevant for professionals in business and marketing, where understanding the nuances of time can lead to more resilient strategies and better outcomes. By embracing time’s role as a wildcard, individuals and businesses alike can redefine how they approach obstacles, turning what seems like a problem into a chance for growth or adaptation. The key takeaway is that our decisions about time—not external factors—are often the true drivers of success or failure.

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Originally published on Seth Godin on 2/24/2026