Small Is the New Big
And Other (Little) Ideas That Change Everything
By: Seth Godin
Published: Aug 17, 2006
ISBN: 1591841267
Format: Hardcover, 288pp
Publisher: Penguin USA
Any new book by the well known marketing wizard Seth Godin is a business book publishing event. Small Is the New Big And Other (Little) Ideas That Change Everything, the latest work from Seth Godin (pictured below left), is certainly no exception. The book is a collection of the author's best short essays and blog posts, all packaged neatly in one volume.
As a book of collected essays, the short and snappy pieces can be read in any order, and in any amount. Like a generous thought provoking smorgasboard, the book sets out ideas in abundance. While not all of the ideas are for everyone, or for every business, there are enough gems of advice, marketing wisdom, and creative thinking that everyone is assured of finding real value. Indeed, the author recommends sampling his wares over an extended period of time, for proper idea digestion.
There are 193 essays, arranged alphabetically, for the easy reference later. With so many concepts, spread throughout the book, the table of contents is a lifesaver for the reader. Not all of the essays are about business either, but they all reflect the book's basic themes. In fact, some of the more thoughtful pieces are on popular culture, to impressions of various people, both in and out of the public spotlight. It's easy to spot the impact of blogging and its influence on Seth Godin's writing. That's a good thing, as the personality of the author shines through every short work.
The major theme of the book is how it's not an advantage any longer to be the biggest business on the block. Acting small helps in relationship building and in developing respect for the customers, staff, and anyone who comes into contact with the company.
An authentic message shared by your company, and its unique story are what will spread the word. The only thing that will move faster is exposure of any lies and misinformation. In the modern, wired global community, bad news about an organization travels the globe several times in nanoseconds. At the same time, it has never been easier to make a positive impression.
In the modern age, Seth Godin believes that mediocrity is certain to spell the demise of any company. The business must become remarkable, he says. Fortunately, that ability to stand above ones peers is at your fingertips. He also believes that everything a person does had effects. They are not side effects, but are important central events in a person's or business's life. As such, everything anyone does should be authentic and remarkable.
Small Is the New Big And Other (Little) Ideas That Change Everything by Seth Godin is a delightful and informative book on authenticity, and becoming remarkable. It's about how being small can make it big in the modern world. As a result, Seth Godin challenges your current worldview, and demands you reconsider the status quo. He is definitely very successful at shaking things up for the better.
