Title: Small is the New Big
Author: Seth Godin
Page Count/Review Word Count: 323
Small is the New Big is something of an anomaly, as it’s one of the few Seth Godin books which doesn’t focus on a single topic – instead, it’s a collection of the best of the best of his manifold blog posts, and the topics are as varied as the lengths of the posts, some of which are only a paragraph long.
Godin himself warns you not to read this from cover to cover because that’s now how he imagined you reading it, but there’s no reason why you couldn’t if you had a long flight and had nothing better to do – the subject matter is riveting, but there’s still a lot to take in and so you might not manage it all in one go. There’s no reason why you shouldn’t try, though – as always, Godin’s advice is sound and easy to apply to your own business, and the great thing about his converted blog articles is that they’re often written on location when a particular brand or product has inspired him.
Take the manufacturers of marshmallow fluff’s idea of creating a recipe for fluffernutters, for example – for those of you who live in the UK like myself, who might not be familiar with the concept, it’s simply a sandwich made with a mixture of marshmallow fluff and peanut butter, which is apparently delicious. Godin explains that the creation of this recipe gave people a valid reason for always keeping marshmallow fluff in their cupboards, increasing sales in the process.
Perhaps I’m biased because I first read this when I was in the waiting room of the BBC studios in London, getting ready to make my TV debut on Pointless, the quiz show. I know I shouldn’t be biased by when I first read it, but I am.