The value of being remarkable instead of relying on conventional advertising or simply producing something “good enough,” is the takeaways for businesses as written by marketing guru Seth Godin in his book Small Is the New Big. Businesses should create products, services, and ideas that people genuinely want to talk about and share as Godin advises. Godin also emphasizes that effective marketing begins with creating something worth noticing rather than simply trying to interrupt consumers with advertisements.
Published in 2006, is a collection of 183 short essays, ideas, and observations drawn largely from Godin’s blog, Fast Company columns, and other writings. Rather than presenting one continuous argument, the book encourages readers to explore different perspectives on business and creativity. Its central message challenges the traditional belief that bigger companies, larger audiences, and greater scale automatically lead to success. Godin argues that in a rapidly changing marketplace, being small can be an advantage because smaller organizations can be more agile, responsive, and willing to experiment.
Another key lesson is the importance of embracing change and actions. Godin encourages readers to question established practices rather than following them simply because they are familiar. Small businesses and individuals can use their flexibility to respond quickly to new opportunities, experiment with unconventional ideas, and compete through creativity rather than size.
The book Small Is the New Big is not simply a book about small businesses. It is a reminder that impact does not necessarily come from having the most resources, employees, or market share. In a world where technology has made it easier for individuals and small organizations to reach audiences, being agile, creative, remarkable, and willing to challenge the status quo can be more valuable than being big.
Seth Godin is an American entrepreneur, author, and influential marketing thinker known for challenging conventional ideas about business, creativity, and success. Godin has written numerous bestselling books, including Permission Marketing, Purple Cow, Linchpin, and This Is Marketing. His influential blog also regularly discusses marketing, leadership, innovation, and the changing nature of work.
Seth W. Godin was born in 1960 and graduated from Williamsville East High School in Williamsville, New York in 1978. He attended in Tufts University, graduating with a degree in computer science and philosophy. He also earned an MBA from Stanford Graduate School of Business. In March 2006, Godin launched Squidoo, which by July 2008, Squidoo had become one of the 500 most visited sites in the world. In 2014, Squidoo was sold to HubPages.
Godin founded altMBA, a 4-week online workshop, in 2015. He also runs a podcast called Akimbo. Seth W. Godin is also known under his pen name as “F. X. Nine”
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