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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- How to Live Freely in a Goal-Obsessed World
- By: Anne-Laure Le Cunff
- Narrated by: Anne-Laure Le Cunff
- Length: 10 hrs
- Unabridged
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Overall
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Performance
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Story
Life isn’t linear, and yet we try to mold it around linear goals: four-year college degrees, ten-year career plans, thirty-year mortgages. What if instead we approached life as a giant playground for experimentation? Based on ancestral philosophy and the latest scientific research, Tiny Experiments provides a desperately needed reframing: Uncertainty can be a state of expanded possibility and a space for metamorphosis. Neuroscientist and entrepreneur Anne-Laure Le Cunff reveals that all you need is an experimental mindset to turn challenges into self-discovery and doubt into opportunity.
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Reset
- How to Change What's Not Working
- By: Dan Heath
- Narrated by: Dan Heath
- Length: 6 hrs and 17 mins
- Unabridged
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Overall
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Performance
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Story
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.
By: Dan Heath
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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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Overall
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Performance
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Story
"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.
By: Neha Ruch
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To the Limit
- The Meaning of Endurance from Mexico to the Himalayas
- By: Michael Crawley
- Narrated by: Raj Ghatak
- Length: 7 hrs and 58 mins
- Unabridged
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Overall
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Performance
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Story
Michael Crawley immerses himself in various endurance cultures and asks what makes enduring together meaningful to people. He learns how Nepalese runners face different challenges depending on their location up a mountain, from those in the lowlands and ‘middle hills’ to Sherpas from the Solu Khumbu, and observes Tarahumara ultrarunners’ ability to cover extreme distances on highly technical terrain. But he also delves into the history of Dance Marathons, six-day pedestrianism races in Madison Square Gardens and the unique Enhanced Games.
By: Michael Crawley
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Superagency
- What Could Possibly Go Right with Our AI Future
- By: Reid Hoffman, Greg Beato
- Narrated by: Scott Wallace
- Length: 7 hrs and 58 mins
- Unabridged
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Overall
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Performance
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Story
Superagency offers a roadmap for using AI inclusively and adaptively to improve our lives and create positive change. While acknowledging challenges like disinformation and potential job changes, the book focuses on AI’s immense potential to increase individual agency and create better outcomes for society as a whole. Imagine AI tutors personalizing education for each child, researchers rapidly discovering cures for diseases like Alzheimer's and cancer, and AI advisors empowering people to navigate complex systems and achieve their goals
By: Reid Hoffman, and others
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Undeniable
- How to Reach the Top and Stay There
- By: Cameron Hanes
- Length: 10 hrs and 30 mins
- Unabridged
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Overall
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Performance
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Story
Endure, Cameron Hanes’ New York Times bestselling book, demonstrated how to push beyond your physical limits to improve yourself. In Undeniable, Hanes brings together outliers of today—men and women who are experts in their field—to share their unique and motivating perspectives on reaching the pinnacle of success and remaining there. From popular neuroscientist Andrew Huberman to ultramarathon runner Courtney Dauwalter, you will hear how undeniable individuals have obtained their winning mindset.
By: Cameron Hanes
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Tiny Experiments
- How to Live Freely in a Goal-Obsessed World
- By: Anne-Laure Le Cunff
- Narrated by: Anne-Laure Le Cunff
- Length: 10 hrs
- Unabridged
-
Overall
-
Performance
-
Story
Life isn’t linear, and yet we try to mold it around linear goals: four-year college degrees, ten-year career plans, thirty-year mortgages. What if instead we approached life as a giant playground for experimentation? Based on ancestral philosophy and the latest scientific research, Tiny Experiments provides a desperately needed reframing: Uncertainty can be a state of expanded possibility and a space for metamorphosis. Neuroscientist and entrepreneur Anne-Laure Le Cunff reveals that all you need is an experimental mindset to turn challenges into self-discovery and doubt into opportunity.
-
Reset
- How to Change What's Not Working
- By: Dan Heath
- Narrated by: Dan Heath
- Length: 6 hrs and 17 mins
- Unabridged
-
Overall
-
Performance
-
Story
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.
By: Dan Heath
-
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
-
Overall
-
Performance
-
Story
"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.
By: Neha Ruch
-
To the Limit
- The Meaning of Endurance from Mexico to the Himalayas
- By: Michael Crawley
- Narrated by: Raj Ghatak
- Length: 7 hrs and 58 mins
- Unabridged
-
Overall
-
Performance
-
Story
Michael Crawley immerses himself in various endurance cultures and asks what makes enduring together meaningful to people. He learns how Nepalese runners face different challenges depending on their location up a mountain, from those in the lowlands and ‘middle hills’ to Sherpas from the Solu Khumbu, and observes Tarahumara ultrarunners’ ability to cover extreme distances on highly technical terrain. But he also delves into the history of Dance Marathons, six-day pedestrianism races in Madison Square Gardens and the unique Enhanced Games.
By: Michael Crawley
-
Superagency
- What Could Possibly Go Right with Our AI Future
- By: Reid Hoffman, Greg Beato
- Narrated by: Scott Wallace
- Length: 7 hrs and 58 mins
- Unabridged
-
Overall
-
Performance
-
Story
Superagency offers a roadmap for using AI inclusively and adaptively to improve our lives and create positive change. While acknowledging challenges like disinformation and potential job changes, the book focuses on AI’s immense potential to increase individual agency and create better outcomes for society as a whole. Imagine AI tutors personalizing education for each child, researchers rapidly discovering cures for diseases like Alzheimer's and cancer, and AI advisors empowering people to navigate complex systems and achieve their goals
By: Reid Hoffman, and others
-
Undeniable
- How to Reach the Top and Stay There
- By: Cameron Hanes
- Length: 10 hrs and 30 mins
- Unabridged
-
Overall
-
Performance
-
Story
Endure, Cameron Hanes’ New York Times bestselling book, demonstrated how to push beyond your physical limits to improve yourself. In Undeniable, Hanes brings together outliers of today—men and women who are experts in their field—to share their unique and motivating perspectives on reaching the pinnacle of success and remaining there. From popular neuroscientist Andrew Huberman to ultramarathon runner Courtney Dauwalter, you will hear how undeniable individuals have obtained their winning mindset.
By: Cameron Hanes
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Scarcity Brain
- Fix Your Craving Mindset and Rewire Your Habits to Thrive with Enough
- By: Michael Easter
- Narrated by: Michael Easter
- Length: 9 hrs and 18 mins
- Unabridged
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Overall
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Performance
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Story
Have you ever found yourself wondering “Why do I want more than I have?” Michael Easter, author of The Comfort Crisis and one of the world’s leading experts on behavior change, shows that the problem isn’t you. The problem is your scarcity mindset, left over from our ancient ancestors. They had to constantly seek and consume to survive because vital survival tools like food, material goods, information, and power were scarce and hard to find. But with our modern ability to easily fulfill our ancient desire for more, our hardwired “scarcity brain” is now backfiring.
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Good story, annoying gimmick noises
- By Kyle P. on 10-03-23
By: Michael Easter
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Building a StoryBrand 2.0
- Clarify Your Message So Customers Will Listen
- By: Donald Miller
- Narrated by: Donald Miller
- Length: 6 hrs and 33 mins
- Unabridged
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Overall
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Performance
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Story
In Building a StoryBrand 2.0, Donald Miller not only deepens his teaching on how to use his seven universal story elements—he'll provide you with one of the most powerful and cutting-edge tools to help with your brand messaging efficacy and output. The StoryBrand framework is a proven process that has helped thousands of companies engage with their existing customers, giving them the ultimate competitive advantage. Now you can have access to the perfected version, making it more essential.
By: Donald Miller
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Beyond Anxiety
- Curiosity, Creativity, and Finding Your Life's Purpose
- By: Martha Beck
- Narrated by: Martha Beck, Maria Shriver
- Length: 11 hrs and 45 mins
- Unabridged
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Overall
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Performance
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Story
We live in an epidemic of anxiety. Most of us assume that the key to overcoming it is to think our way out. And for a while it works. But there is always something that sends us back into the anxious spiral we’ve been trying to climb out of. In Beyond Anxiety, Dr. Martha Beck explains why anxiety is skyrocketing around you, and likely within you. She also tells you how to not only reduce your anxiety but use it to propel you into a life filled with peace, meaning, and joy.
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Message for humanity
- By Drew on 01-10-25
By: Martha Beck
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Day Trading Attention
- How to Actually Build Brand and Sales in the New Social Media World
- By: Gary Vaynerchuk
- Narrated by: Gary Vaynerchuk
- Length: 8 hrs and 24 mins
- Unabridged
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Overall
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Performance
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Story
In his seventh business book, bestselling author, entrepreneur, and investor Gary Vaynerchuk offers fresh, in-depth advice to enhance brand development, grow sales, and beat the competition using modern advertising strategies grounded in social media.
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Absolutely Must Listen To
- By Anthony A. Luna on 06-01-24
By: Gary Vaynerchuk
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Building a StoryBrand
- Clarify Your Message So Customers Will Listen
- By: Donald Miller
- Narrated by: Donald Miller
- Length: 4 hrs and 56 mins
- Unabridged
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Overall
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Performance
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Story
Donald Miller's StoryBrand process is a proven solution to the struggle business leaders face when talking about their businesses. This revolutionary method for connecting with customers provides listeners with the ultimate competitive advantage, revealing the secret for helping their customers understand the compelling benefits of using their products, ideas, or services.
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Have you heard of the SB7 Framework?
- By Tyson on 01-29-18
By: Donald Miller
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Main Street Millionaire
- How to Make Extraordinary Wealth Buying Ordinary Businesses
- By: Codie Sanchez
- Narrated by: Codie Sanchez
- Length: 6 hrs and 17 mins
- Unabridged
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Overall
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Performance
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Story
Everyone wants ownership, but almost no one gets it. Whether we’re talking about the start-up game, the crypto game, the freelance game, or the lemonade stand game—most paths to ownership lead to dead ends. That’s why Codie Sanchez carved a new, smarter path to total freedom. In Main Street Millionaire, she reveals the method she teaches her community of seven-figure investors for building wealth by creating a portfolio of boring businesses. That’s right—the money is not in flashy startups or in the corner office.
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Even better than I hoped it would be!
- By Amanda on 12-15-24
By: Codie Sanchez