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Aramex Recommends: Small is the New Big

Small is the New Big:

And 183 Other Riffs, Rants and Remarkable Business Ideas

Seth Godin (Penguin)

For fans of Seth Godin, the provocative Fast Company columnist and enfant terrible of business journalism in the 1990s, this collection of essays, sketches and random thoughts on marketing might represent the return of an old friend as much as an idea revolution. Culled from his highly-popular blog and his magazine work, the insights might not be fresh out of the bottle, but they still have persuasive power – and, when combined with a couple of years of hindsight, they are incredibly prescient.

His most telling points come when discussing the impact of social media on brands. “You don't get the privilege of deciding what people will think,” he writes. “If they think it, then their truth is already established,” and, optimistically, “If your idea is great, people will find you. If your target audience isn't listening, it’s not their fault, it’s yours.”


This isn’t a book to read in one sitting, but to be kept not too far from your left hand on your desk, to plumb frequently whenever your creative juices are starting to run a little dry. He describes the internet as  an idea that spread “like a virus;” one feels the thoughts here might just follow suit.

Watch this video of Seth Godin at the Greater Baltimore Technology Council. Courtesy of Greatertalent.


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