The Obvious Choice - by Jonathan Goodman (Hardcover)

About the Book

You don't have to win the internet. Be the Obvious Choice instead.

Book Synopsis

"A much-needed guide to winning in business as a human in an all-too online world." - Entrepreneur

Trying to win the internet is a gloriously inefficient way to build a business.

No matter your goals, The Obvious Choice offers 15 essential lessons on profit and success that are timeless because they prioritize the humans who buy from you and not erratic and temperamental algorithms.

Jonathan Goodman--one of the world's leading experts on helping people simplify their business--reveals proven frameworks for increasing efficiency, praying to the social media gods less, and mastering the art of finding your customers.

Backed by a wide range of case studies, Goodman shows how modern marketing technology has led us astray. That start-ups and established organizations alike have bought into the misguided idea that they need to become "famous on the internet" just to make a few sales.

If you're having trouble finding your way, the problem isn't you. The problem is what you've been made to believe it takes to succeed.

This book is for any marketer, business owner, coach, or entrepreneur who wants an easier way to make more money, help more people, and have more freedom by avoiding wasted time and resources on dead-ends and ineffective methods.

Specifically, you'll learn how to:

• Build trust in business relationships through community, specificity, and familiarity.
• Apply the four-step content creation framework designed for business owners, not influencers, to get more customers (because likes don't pay the bills).
• Improve profitability by cutting out the work not worth doing.

Algorithms change, humans don't.

No matter who you are and no matter what you sell, your customer is a human. And yet, marketing these days feels so inhuman.

Filled with frameworks, entertaining stories, and admittedly bad-Dad jokes, The Obvious Choice is a much-needed recalibration and, at times, a refreshing slap for a business generation that's lost its way.

Buy this book to learn how to earn more and compete less in this much-needed approach to success in a crowded marketplace.

Review Quotes

'Consider this required reading for anyone running a small businessand shy;-Goodman nails it when it comes to business insights. This book is filled with timeless advice, and unlike so many other business books, it's a joy to read. Every entrepreneur is going to get actionable takeaways from this read. If you're selling something, you need this book in your life. Trust me, you won't regret it!'--Harley Finkelstein, President, Shopify

'If, like many of us, you're feeling guilty because you have the vague sense you ought to be building a bigger following on social media, The Obvious Choice is worth a read.'--Outside Magazine

'A much-needed guide to winning in business as a human in an all-too online world.'--Entrepreneur

'If you want to win in business without feeling like you have to win the internet, get this book! It can help any marketer, small business owner, and entrepreneur.'--Jason Feifer Editor in chief, Entrepreneur Magazine and author of Build for Tomorrow

'In a world where so much changes on the surface, Jon reminds us of deep timeless principles that are constant. This is a great read with insightful guidance on how to not only improve your small business and local business, but also your life.'--David Segal, Founder, David's Tea

'Jon has written the definitive playbook for people striving to achieve great things. It achieves the rare balance of teaching people how to succeed by leaning into their authentic selves and does so in a way that is as inspiring as it is entertaining.'--Ben Bergeron CrossFit leader and author of Chasing Excellence

'Jon will show you how to stop playing small, own your worth, and start earning what you deserve while making a real impact.'--Jen Gottlieb, Co-Founder of Super Connector Media and Bestselling Author of BE SEEN

'Jonathan Goodman has written a must-read book on how to simplify your business and put your customers first without losing what makes you special and unique. This book is a home run.'--Jesse Cole, Founder, Savannah Bananas and author of Fans First

'The Obvious Choice is a playbook for taking action on things that actually work versus following the flavor of the day or the newest social media soundbite. I was a mere three pages into the Introduction before I found myself reaching for a pen to highlight key passages and take notes on action steps for my own business.'--Joey Coleman, international keynote speaker and Wall Street Journal bestselling author of Never Lose a Customer Again and Never Lose an Employee Again

'The Obvious Choice is a wake-up call not only for how to do business, but how to live and make genuine connections in an all-too-online world. It shares fundamental truths that, the sooner you get them, the sooner you'll increase your income while decreasing your reliance on performative social media. This book is profoundly thoughtful, easy to read, and really important.'--Michael Easter, New York Times bestselling author of Comfort Crisis and Scarcity Brain