Monday, April 21, 2014

"Give your fan club a megaphone and get out of the way"

Small is the new big by Seth Godin

Ever since my English teacher at Plantijn College introduced me to Purple Cow (2003) by marketer extraordinaire Seth Godin, I've been an avid reader of his blog, which is chock-full of insightful bits and pieces about business, marketing, and tribes, among others. So go check that out! Several of his works, including Permission Marketing, The Dip, and The Icarus Deception, are on my ever-growing Book Bucket List. By lucky coincidence, Small is the New Big (2006) fell into my lap at Queromedia, forcing me to shuffle my reading list around a little bit as it immediately vaulted to the top.

Unlike Purple Cow, #SITNB is not so much a manifesto for an idea as it is a greatest hits collection. Which is a good thing, considering the great depth of Godin's pool of helpful books, blog posts and articles. The central theme of the book? Pushing your ideas, no matter what. You don't need a big infrastructure behind you to become succesful. As a matter of fact, small companies are more agile and better prepared for the new economic reality than large businesses mastering yesterday's reality. Oh, and if you finally decide to pursue your own ideas, you'll be happier, too.

If you are looking for a narrative, by any means, don't read Small is the New Big. If you are lingering on an idea and you need a swift kick in the butt to help get you going, then do. SITNB also serves a friendly reminder that Godin is a master marketing meanderer, using real-life experiences to extract valuable business lessons from. There's also a special bonus about website design and AdWords. "But Matteo, this book was published 8 years ago, how can it be relevant?" Because Godin is a genius, that's why. It's almost scary how he hit the nail on the head about blogging, content overload, leveraging your fan base and, of course, being remarkable.

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