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Small Is the New Big: And Other Riffs, Rants, and Remarkable Business Ideas [Abridged, Audiobook] [Audio CD]

Seth Godin
4.0 out of 5 stars  See all reviews (6 customer reviews)
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Book Description

July 24 2006
Big business used to be a good thing. Big meant economies of scale, lots of resources, and more power. Big meant better.

Then small happened.

Seth Godin, the avant-garde marketer and international bestselling author, explores how small companies with targeted ideas and savvy marketing are turning out to be the next "big" thing.


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From Publishers Weekly

In what's likely to be the next in a string of bestselling marketing guides (after Purple Cow), Godin compiles entries from his popular blog. Many are only a few paragraphs long, though he also adds longer entries, from his Fast Company column, to the mix. The pieces are arranged alphabetically by title rather than chronologically, leading to occasional choppiness, but Godin's ability to hone in on key issues remains intact. Following up on the themes of his earlier books, he reminds readers that the first key to successful marketing is to produce something remarkable and let it grow. "If your idea is great, people will find you," he advises. "[I]f your target audience isn't listening, it's not their fault, it's yours." He urges people to take control of their creative lives by taking responsibility for tough decisions and pushing themselves to make bolder choices. (His advice to McDonald's, for example, includes free wireless Web access at every restaurant.) The appendix contains two lengthy essays on Web design and blogs that were previously distributed as e-books. These are a more polished than the casual main entries, but still exhibit the spontaneous energy that has earned Godin so many loyal fans. (Aug. 17)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved. --This text refers to the Hardcover edition.

From Booklist

Godin, author and business blogger, presents a collection of essays that are thoughtful and wise. His ideas are skillfully presented with themes that include being big is no longer an advantage, so act small if you want to be big; with instant communication, lies get exposed faster than ever; consumers are more powerful than ever; and Aretha Franklin is correct: respect is the secret to success with people. His comments on business schools are challenging and contain his list of five things that help people succeed, including finding, hiring, and managing extraordinary people; embracing a changing world while effectively prioritizing tasks in it; and the ability to sell. Readers skip his riff on Web design and strategy at their peril. Along with his definition of velocity--a company's ability to zig and zag and zoom or change with speed--Godin tells us, "Give me five serially incompetent executives with a focus on velocity, and I can change the world." Excellent. Mary Whaley
Copyright © American Library Association. All rights reserved --This text refers to the Hardcover edition.

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2 of 2 people found the following review helpful
3.0 out of 5 stars A collection of blog entries... Aug. 24 2009
Format:Hardcover
I've always enjoyed Godin's writings because I think he offer's many thought-provoking tidbits in paragraph upon paragraph. My issue with this book is not so much its content, but rather in the way that it's written. This is partially my fault because I didn't read enough of the sleeve to know what I was getting into. The front sleeve clearly states: "Warning: if you want a narrative and lots of research, you're in the wrong place. But I'm betting you don't need another dense business book." Well, it turns out that I like business books with a common theme, and unifying plot if you will. I found this book to be a bit too jumpy and without direction. The writings were candid and thoughtful, but it just seemed a little too much like reading a blog, and not enough like a good, well thought-out business book.
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5.0 out of 5 stars Best Business Book Ever March 3 2009
Format:Hardcover
This has to be the best business book I have ever read. I found so many new ideas for my business through reading this book, it's incredible.

This book is especially good if you are looking for ways to make your business stand out from all the rest. Excellent customer service is also covered.

Definately one of my all time best buys!
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5.0 out of 5 stars An abundance of "acorns" and "mustard seeds" Jan. 22 2008
By Robert Morris HALL OF FAME TOP 10 REVIEWER
Format:Hardcover
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.
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