Small Is the New Big: and 193 Other Riffs, Rants, and Remarkable Business Ideas


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, 2006
Reed Business Information, a division of Reed Elsevier Inc.
All rights reserved.


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
American Library Association. All rights reserved


From Audiofile

This audiobook will last all year, or perhaps a lifetime. Godin is a skilled an dynamic presenter, and his originality and spontaneous style come across perfectly in audio. Small is truly a catalog of ideas from Godin's books, Permission Marketing and Purple Cow, and his blog, as well as articles in Fast Company. It's alphabetized by topic, and Small's subtitle, Riffs, Rants, etc. tells you what to expect. Godin kindly says, "Don't listen to this program all at once. It will give you a headache." True enough, even short listening hits may well spur listeners to absorb a kernel of an idea that could lead to remarkable things. Godin's enthusiast-self is the perfect marketer of his own ideas. Whether two sentences or 20 minutes, the topics provide thought exercise for anyone interested in the culture of innovation.


From The Miami Herald

Godin's keen insights on the nature of business in this early part of the 21st century are extremely practical and relatable. Though he's a big thinker, there's nothing eggheaded or esoteric in his writing.

For all Godin's savvy, the one thing he rarely gets credit for is his writing. The simplicity and clarity with which he conveys his ideas is assumed, but it's not easy to do, believe me. I try every week and succeed only occasionally. Plus, every once in a while, he'll throw in a rarely used bon-mot like ungupatch, a Yiddish word that means ''a thrown-together mess.'' Priceless! read full article>>


From USA Today

Being big isn't what it used to be for business.

Mega status once mattered in all kinds of ways. Sprawling buildings, giant law firms and big accounting firms were the vogue.

“And then small happened,” writes Seth Godin.

Godin is the author of Small is the New Big: And the 183 Other Riffs, Rants, and Remarkable Business Ideas.

The tipping point, when big began to be not-so-appealing, happened this way, according to Godin: “Enron (big) got audited by Andersen (big) and failed (big). The World Trade Center was a terrorist target. Network (big) TV advertising is collapsing so fast you can hear it. American Airlines (big) is getting creamed by JetBlue (small).”

So far, so good. But then Godin offers this bit of a twist: “Small is the new big only when the person running the small thinks big.”

Godin argues that small works best because a business can be nimble and flexible enough to change when it's demanded.

His overarching concept: “If you want to be big, act small.” read full article>>


Reviews of Seth's recent speeches based on the book:

If you would recommend the seminar to a friend or colleague, what would you say?

Great presenter, interesting slide show, and insightful concepts & ideas about branding.

Good examples of what you are seeing in the market today and good tips on how to improve your efforts.

As expected, a superb example of how to use PowerPoint effectively...which every one of my colleagues could benefit from. But I was also able to walk from the seminar into a brainstorming session and apply three of the concepts. How often does that happen?

Put on your thinking cap, 'cause Seth is always good for an interesting and informative ride.

Interesting examples of how campaigns can go wrong.

Here's a taste of Seth. His books are even better.

Go listen to this seminar for a FRESH marketing perspective.

As always, Seth is great at cutting-edge ideas - things that we as marketers need to be not only thinking about, but implementing. He's a must-follow type of person who provides information that's important for all businesses to gain a competitive advantage in thriving vs. just surviving.

For the latest in Marketing genius, turn to Seth.

Seth Godin's presentations are always so insightful and inspiring. Wouldn't miss an opportunity to hear him speak.

Entertaining and thought provoking material and presentation.

I would say that it was Seth Godin presenting his ideas. It just doesn't get any better than that!


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