Small Is the New Big

This audiobook will last all year, or perhaps, a lifetime. Godin is a skilled and 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 THE 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 irreverent marketer of his own ideas. Whether two sentences or 20 minutes, the topics provide thought exercise for anyone interested in the culture of innovation. R.F.W. Winner of AudioFile Earphones Award (c) AudioFile 2006, Portland, Maine

September 4, 2006
In what's likely to be the next in a string of bestselling marketing guides (afterPurple Cow ), Godin compiles entries from his popular blog. Many are only a few paragraphs long, though he also adds longer entries, from hisFast 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. "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.