
The Obvious Choice
Timeless Lessons on Success, Profit, and Finding Your Way
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Narrated by:
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Chris Ciulla
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By:
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Jonathan Goodman
About this listen
Trying to win the internet is a gloriously inefficient way to build a business.
No matter your goals, The Obvious Choice offers 15 essential lessons on profit and success that are timeless because they prioritize the humans who buy from you and not erratic and temperamental algorithms.
Jonathan Goodman—one of the world's leading experts on helping people simplify their business—reveals proven frameworks for increasing efficiency, praying to the social media gods less, and mastering the art of finding your customers.
Backed by a wide range of case studies, Goodman shows how modern marketing technology has led us astray. That start-ups and established organizations alike have bought into the misguided idea that they need to become "famous on the internet" just to make a few sales.
If you're having trouble finding your way, the problem isn't you. The problem is what you've been made to believe it takes to succeed.
This book is for any marketer, business owner, coach, or entrepreneur who wants an easier way to make more money, help more people, and have more freedom by avoiding wasted time and resources on dead-ends and ineffective methods.
Specifically, you'll learn how to:
- Build trust in business relationships through community, specificity, and familiarity.
- Apply the four-step content creation framework designed for business owners, not influencers, to get more customers (because likes don't pay the bills).
- Improve profitability by cutting out the work not worth doing.
Algorithms change, humans don't.
No matter who you are and no matter what you sell, your customer is a human. And yet, marketing these days feels so (in)human.
Filled with frameworks, entertaining stories, and admittedly bad-Dad jokes, The Obvious Choice is a much-needed recalibration and, at times, a refreshing slap for a business generation that's lost its way.
Buy this book to learn how to earn more and compete less in this much-needed approach to success in a crowded marketplace.
Useful information, charts, illustrations, and reflections can be found in the audiobook companion PDF download.
PLEASE NOTE: When you purchase this title, the accompanying PDF will be available in your Audible Library along with the audio.
©2025 Jonathan Goodman (P)2025 HarperCollins LeadershipListeners also enjoyed...
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Why do you love? Why do you lie? What makes you happy? Every thought you have comes from one place: your brain. But what makes it tick? How much of it have we decoded, and how much of it remains an impenetrable mystery? Join author and cartoonist Jorge Cham and neuroscientist Dwayne Godwin on a deep dive into the fascinating world of the human brain, in which they will explore questions such as: What is consciousness? Where is you in the brain? And do we have free will? All while illuminating everything we know (and DON’T know) about one of the most complex objects in the known universe.
By: Jorge Cham, and others
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ChatGPT Bible
- 4 Powerful Books to Supercharge Your Earnings, Optimize Efficiency, and Unlock Your Potential Using AI and ChatGPT
- By: Max Codex
- Narrated by: Christian Nova
- Length: 11 hrs and 9 mins
- Unabridged
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Feel like AI is leaving you behind? The ChatGPT Bible is here to help. This comprehensive four-book collection shows how to leverage ChatGPT for productivity, income, and personal growth.
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Helped Me Streamline My Workflows
- By Nelda Nelson on 02-20-25
By: Max Codex
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The Power Pause
- How to Plan a Career Break After Kids—and Come Back Stronger Than Ever
- By: Neha Ruch
- Narrated by: Neha Ruch
- Length: 7 hrs and 32 mins
- Unabridged
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"So, what do you do?" When Neha Ruch had to answer this seemingly innocent question for the first time after leaving her corporate job to care for her infant son, she drew a shameful blank. She couldn’t find the words to describe this new stage of life she’d just embarked on. How, then, was she to navigate this identity shift? Frustrated, Ruch embarked on a mission to rebrand the stay-at-home mother for a new generation of women who don’t want to leave their ambition behind just because they decide to pause or change their careers post-kids.
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Great read for SAHMs or those contemplating the transition!
- By Aaron Modic on 04-09-25
By: Neha Ruch
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Say What They Can't Unhear
- The 9 Principles of Lasting Change
- By: Tamsen Webster
- Narrated by: Tamsen Webster, Tom Webster
- Length: 3 hrs and 11 mins
- Unabridged
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From renowned strategist, author, and speaker Tamsen Webster comes this compact and actionable guide that will get you thinking differently about where change comes from and how to initiate it. By introducing and exploring nine “persuasion proverbs,” Webster highlights the behavioral, cognitive, and psychological principles that underpin lasting change, and offers a powerful alternative to the standard tactics of influence and persuasion.
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Revolutionary, practical change management advice
- By Chris Boivn on 01-02-25
By: Tamsen Webster
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The Golden Hour
- By: Chris Cooper
- Narrated by: Chris Cooper
- Length: 2 hrs and 45 mins
- Unabridged
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In this book, I'll tell you exactly how to set up your GOLDEN Hour; what to do every single day to grow your business (a 7-day plan that you can repeat forever), AND give you a six-week challenge to help you build the habits that will build your gym.
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amazing
- By Matthew on 11-21-24
By: Chris Cooper
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The Seven Tensions of Negotiation
- Breathe and Let the Opposition Make the Tough Decisions
- By: Cash Nickerson
- Narrated by: Cash Nickerson
- Length: 5 hrs and 35 mins
- Unabridged
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Negotiation is a basic human activity that arises out of wants, desires, needs, and disputes. You want something I have. I want to trade for something you have. You believe I wronged you, and you want damages. As organized collections of people, we negotiate terms of exchange. In The Seven Tensions of Negotiation, you’ll discover how to simply say “maybe not” and leverage the seven tensions of negotiation to your advantage.
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This isn’t just another dull book on negotiation—this author is the real deal.
- By Lisa Loeffel on 01-17-25
By: Cash Nickerson
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A Failure of Nerve (Revised Edition)
- Leadership in the Age of the Quick Fix
- By: Edwin H. Friedman, Peter Steinke - foreword
- Narrated by: Charles Constant
- Length: 9 hrs and 11 mins
- Unabridged
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Ed Friedman invites leaders “to cast a courageous and imaginative vision, to lead resiliently, and to be present and steady in times of deep anxiety.” Ed Friedman’s genius was to see the individual in the family in the larger group, bringing the wisdom of his experience as a therapist and rabbi to the field of organizational leadership. A timeless bestseller, A Failure of Nerve still astonishes in this new edition with its relevance and continues to transform the lives of leaders everywhere.
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It's All in Friedman
- By givmejesus on 03-04-25
By: Edwin H. Friedman, and others
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Reset
- How to Change What's Not Working
- By: Dan Heath
- Narrated by: Dan Heath
- Length: 6 hrs and 35 mins
- Unabridged
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In Reset, Heath explores a framework for getting unstuck and making the changes that matter. The secret is to find “leverage points”: places where a little bit of effort can yield a disproportionate return. Then, we can thoughtfully rearrange our resources to push on those points.
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Accompanying PDF has chapter summaries
- By JOHN B SHRADER on 02-07-25
By: Dan Heath
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Undeniable
- How to Reach the Top and Stay There
- By: Cameron Hanes
- Narrated by: Andrew D. Huberman Ph.D., Cameron Hanes
- Length: 8 hrs and 17 mins
- Unabridged
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You become the best you can be by learning from others. That is how bowhunter and ultramarathoner Cameron Hanes approaches each day in his pursuit of greatness in this essential guide to finding success.
By: Cameron Hanes
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ChatGPT Cashflow Revolution
- Passive Income with AI and Automation
- By: Preston Wilson
- Narrated by: Ben Herold
- Length: 8 hrs and 41 mins
- Unabridged
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Looking to multiply your earnings without multiplying your hours? This practical blueprint shows business owners and digital pioneers how to leverage modern technology and smart systems for hands-off revenue.
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It offers simple and practical tips
- By Anonymous User on 01-18-25
By: Preston Wilson
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Ready As You Are
- Discovering a Life of Abundance When You Feel Inadequate, Uncertain, and Disqualified
- By: Brittany Maher, Cassandra Speer
- Narrated by: Kate Marcin, Lisa Larsen
- Length: 5 hrs and 33 mins
- Unabridged
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Are you eager to walk in the calling and purpose God has for your life but are feeling uncertain? Maybe you're not sure if you're educated enough, or if it's the right time, or if you even have the authority to take a step forward. Perhaps you're at a standstill and are holding out for ideal conditions, or even an invitation, before you act. In Ready As You Are, Brittany Maher and Cassandra Speer say it's time to stop waiting to live on mission. God wants to use you now, right where you are, with the tools you already have.
By: Brittany Maher, and others
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Gambling Man
- The Secret Story of the World's Greatest Disruptor, Masayoshi Son
- By: Lionel Barber
- Narrated by: Keong Sim
- Length: 12 hrs and 25 mins
- Unabridged
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As Wall Street swooned and boomed through the last decade, our livelihoods have—now more than ever—come to rely upon the good sense and risk appetites of a few standout investors. And amidst the BlackRocks, Vanguards, and Berkshire Hathaways stands arguably the most iconoclastic of them all: SoftBank’s Masayoshi Son. In Gambling Man, the first Western biography of Son, the self-professed unicorn hunter, we go behind the scenes of the world’s most monied halls of power in New York, Tokyo, Silicon Valley, Saudi Arabia, and beyond.
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Degenerate Gambler
- By Lisa M. on 02-05-25
By: Lionel Barber
What listeners say about The Obvious Choice
Average customer ratingsReviews - Please select the tabs below to change the source of reviews.
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- Stefani Strehl
- 01-25-25
entertaining simplicity
I love this book! Jon gives so many great examples, an entertaining narrator, and simplifies so many concepts and ideas. He keeps it simple and real and it's a breath of fresh air while he gives examples and practical knowledge.
There are a lot of great take aways and aha moments and the book feels like story time instead of blasting you with useless information.
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- Anonymous User
- 01-19-25
This book is exactly what I needed
I’ve been a fitness professional for the past 16 years and run my own small fitness business. I’ve played the long game when it comes to building a solid personal training and group fitness business, always focusing on good practices, strong relationships, and trust—which has served me well.
I now have a team of coaches working with me, and my goal is to mentor them and help them understand the value of affinity marketing, referrals, and networking—not just social media!
Brilliant book and highly recommended.
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- Robin
- 01-19-25
Refreshing and Reaffirming
A great read for any industry, this book offers a refreshing perspective and challenges the echo chamber of misguided advice that often misleads business owners and entrepreneurs (myself included). It’s a reaffirming guide for those seeking clarity and actionable insights to navigate their journey to become the obvious choice.
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- Brian
- 01-22-25
Helpful without being overwhelming
If you desire to earn "enough" to live a financially stress free life from your business this is a great book for you. If you are trying to make as much money as possible this would not be a great book for you.
I found it a relief to think in terms of "good enough" and not even need to become moderatley famous to actually earn a living helping people through my business. He shares a lot of good ideas and his transparency at the end about how he earns a living was insightful and appreciated.
This is a book I will go through multiple times to learn from and plan future business decisions.
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- Ren
- 01-15-25
Proceed with caution!!!
Be careful with this book. It looks like a safe, normal, business book, but it has insidious plans. If you let it into your home it's probably going to change the way you view your existence.
If you aren't mindful you'll find yourself becoming more present, confident, and fully embracing your most authentic self. Horrible, right? Stay away, reader. Preserve your cynicism at all costs.
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2 people found this helpful
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- Chad Y.
- 01-29-25
concise and meaningful
This is my favorite book in years. Truely inspiring. Unlike other books in this category, Goodman keeps stories brief and concise to make a point not brag.
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- Anonymous User
- 03-22-25
Authentic truths
What a great book shifting my mind to measure what matters and helping align my thoughts on what I want out of life
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