I’m re-reading my book The Obvious Choice while prepping my next project and forgot how good the book is.
That happens with projects, doesn’t it?
You move on. Forgot what you made.
After some time, it feels foreign. You view it with new eyes. As an outsider. And your own work acts as a reminder for how you think best, and recalibrates you.
—
Choice is a marketing and business book for people who don’t want to obsess about maddening algorithms.
It came out January 2025. I moved on so fast to Unhinged Habits that I hardly promoted it. Should’ve given it 5 years. I gave it, maybe, 3 months.
This week, I’ve decided to share with you a few short sections from the book. If you enjoy what you read, please considering buying a copy of The Obvious Choice on Amazon.
What makes a person successful
“While everybody else seemed to be distracted by shiny objects, the secret to avoid that, I’d learned, was to build a foundation on the stuff that worked before the internet existed–a devolution of sorts, back to a simpler time. To do less, but better. To look at modern marketing technology as an amplifier, not as ignitor. As fuel, not the fire.”
–From the introduction: Business was Great, Once
A few more insights from the introduction
“Creating content is an overrated way to build a business short-term, but an underrated way to learn and connect.”
“We often don’t have a problem with authenticity. We have a problem trysting that our authentic self is enough.”
The more we see something, the more we like it
“Big brands spend millions of dollars over many years to develop familiarity on a large scale. The Obvious Choice accelerates familiarity by concentrating on a very small target audience or market to create an “everywhere illusion”–strategically omnipresent to a chosen few.”
-From CH. 2: Trust in You > Your Credentials
Your competitive advantage
“Having a vision for your business is like reading Twitter your entire life and then discovering that there’s such a thing as books. The world stops being scary and overwhelming and starts to make sense.”
–From CH. 9: Let Your Geek Flag Fly
The best marketing
“Despite all of the incredible advances in technology, the best marketing to humans can be summed up in three words: talk to people.
Developing a Human Optimized Marketing System (HOMS) requires answering five key questions:
- What key benefit does my thing provide?
- Who are my customers?
- What do they want?
- Where am I going to find them?
- How can I talk to them today?
All of this fits on a sticky note.”
-From CH. 11: Become Famous to the Family
If anything here resonated, please consider buying a copy of The Obvious Choice today. It’s available anywhere you get books in hardcover, Kindle, and audio. Here’s the Amazon USA link for your convenience.
-Jon
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My Books
Below are my top 3 bestselling books. Each was written for a different audience. If you enjoyed this email, please consider buying a copy of whichever best suits you.
All books are available worldwide in all formats (hardcopy, kindle, and audio) wherever you buy books. Linked below is the Amazon USA link for your convenience.
Ignite the Fire: The Secrets to a Successful Personal Training Career – For personal trainers (Buy here)
The Obvious Choice: Timeless Lessons on Success, Profit, and Finding Your Way – For small business owners and coaches. (Buy here)
Unhinged Habits: A Counterintuitive Guide for Humans to Have More by Doing Less – For people looking for habits and self-improvement. (Buy here)
Reviews for The Obvious Choice
Coach. Author. World explorer. But mostly, Dad.
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