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Another great read from Godin
on 25 August 2006
This is another excellent book from marketing thinker Seth Godin. The book is actually a compilation drawn from Seth's blog, books and e-books written over the past few years. It is none the worse for that.
Its purpose (which it achieves admirably) is to kick start the reader into doing something to move with the enormous changes sweeping the business world.
There is no logical thread to the book. It consists of almost 200 short pithy chapters loosely organised in alphabetical order. This makes it easy to read at numerous short sittings which I found to be an advantage.
A few of these chapters frankly did nothing for me. The majority were interesting and an enjoyable read. A few others were deeply thought-provoking (and obviously these were the most valuable for me). I don't know but I suspect that other readers will have a similar experience but that each of us will gain from different chapters.
Don't be put off by the title of the book "Small is the new big". This is not just another small is beautiful manifesto. It covers loads of topics that should matter to just about any individual or organisation trying to build a career or a business.
All in all it is a book well worth reading, as are Seth's earlier books (particularly Permission Marketing, Unleashing the Idea Virus, Purple Cow, Survival is Not Enough and All Marketers are Liars).