Small Is the New Big: and 183 Other Riffs, Rants, and Remarkable Business Ideas | Seth Godin

Small Is the New Big: and 183 Other Riffs, Rants, and Remarkable Business Ideas | Seth Godin | Small insights for big dreamers

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Small Is the New B...

	Small Is the New Big: and 183 Other Riffs, Rants, and Remarkable Business Ideas Seth Godin Portfolio Hardcover, 2006 - 352 pages average customer review:based on 49 reviews view larger image
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highly recommended

An abundance of "acorns" and "mustard seeds"

Those who now struggle to create or increase demand for whatever they offer (products, services, or a combination of both) must be able to answer three basic questions. All are important but the first two are much less important than is the third:

1. Who are you?
2. What do you do?
3. Why should I care?

As my reviews of Seth Godin's earlier published works indicate, I think he is one of the most thought-provoking business authors whose insights (especially those provided in Small Is the New Big) can provide substantial assistance to answering the aforementioned questions.

Whenever I read or re-read any of Godin's books, I view his insights as "acorns" or "mustard seeds," any of which - with proper nourishment - can be developed into substantial results such as increased recognition and a higher level of awareness, a better understanding of a given market segment, a clearer sense of how to position and then promote one's offering more effectively, or perhaps overcoming what James O'Toole has aptly characterized (in Leading Change) as "the ideology of comfort and the tyranny of custom."

Godin encourages those who read Small Is the New Big not to read it all at once. "It took eight years to write, and if you read it in one sitting, it'll give you a headache." Contrary to my normal approach, that is what I did, after checking out the table of contents. I skimmed through the first 276 pages and as I did so, ideas seemed to "fly off the page" and demand my attention. I immediately highlighted them for future reference and then continued on until arriving at "Special Bonus!! $243 Worth of Free E-Books, Reprinted Here at No Extra Charge to You, My Faithful Reader." I then carefully read each word until the narrative's conclusion on Page 310. One man's opinion, the "Special Bonus!" section provides the most valuable material in the book as Godin shares his thoughts about Web site design, generating traffic, the importance of "telling a story," the three components of "your best audience," why a home page is unnecessary (indeed counter-productive), three questions that must be answered when building each Web site page, how to overcome clutter, and three basic "truths" and four "laws" that defy conventional wisdom.

With regard to "acorns" and "mustard seeds," here are a few representative examples:

"If your target audience isn't listening, it's not their fault, it's yours." (Page 14)

"What makes you remarkable is being amazing, outstanding, surprising, elegant and noteworthy."
(Page 112)

People who think like a pigeon "assume a cause-and-effect relationship that doesn't really exist. That's what a superstition is: a compulsion to take an action that has no actual influence on the desired outcome." (Page 163)

"No one 'gets' an idea unless: the first impression demands further investigation, they already understand the foundation ideas necessary to get the new idea, [and] they trust and respect the sender enough to invest the time." (Pages 249-250)

"In a world where things are viral, you're more likely to succeed with passive networking (strangers recommending you) than the old-school, active kind. In other words, make great stuff, do your homework, build your audience, and when you've got something worth talking about, people will talk about it." (Page 263)

Seth Godin constantly generates ideas of his own and has an insatiable curiosity about breakthrough ideas from others, all of whom he duly acknowledges as their source. As he would be the first to point out, however, it would be a fool's errand to attempt to take direct action on all of the insights in any of his books, especially this one. "I guarantee you'll find something that won't work for you. But I'm certain you're smart enough to recognize the stuff you've always wanted to do buried deep inside one of these riffs. And I'm betting that once you're inspired you'll actually make something happen."

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Small insights for big dreamers

Small is the New Big looks and feels like Seth Godin's blog - a collection of short and clever insights that will often make you think twice about the status quo. This is not a book you read over the weekend, rather it's a work you have to slowly consume piece by piece, giving yourself enough time to digest each idea. If you're curious, and unsatisfied with sticking with 'safe', this book is for you. If you're still unsure, read Seth Godin's blog, it will give you a taste for the ideas discussed in this book.

Seth is a god!!

Even though I read his blog everyday, and went to one of his "day with Seth" functions in NYC, I got new ideas from this book.

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Another Excellent Book by Seth Godin

Ever since reading Permission Marketing : Turning Strangers Into Friends And Friends Into Customers by Seth Godin, I've been Hooked!! Everything I've read by him resonates with a powerful "YES!" He's a visionary with lots of wonderful ideas about the future possibilities of business and marketing.

This book is full of great ideas as well as rants about the "We Don't Care, We Don't Have To" attitude of many large businesses (airlines in particular!)

A great read. Enjoy.

Great Diversity

Great book with large amounts of diversity in it. Highly recommended. There are even 243 dollars worth of free ebooks in the end. Seth really knows what he is talking about and his views can be applied to alot more than simply economics.

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