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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I will listen to this several times for sure
- By Lorna Martinez on 01-20-25
By: Donald Miller
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Eat What You Kill
- Becoming a Sales Carnivore
- By: Sam Taggart
- Narrated by: Dallis Seeker
- Length: 7 hrs and 2 mins
- Unabridged
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Just ten years ago, Sam Taggart was beating the streets as a door-to-door salesman selling solar and alarm systems, getting thousands of doors slammed in his face–and worse–every day. Now, Sam is the founder and CEO of D2D Experts, a seven-figure sales empire that offers training to an active userbase of 30,000 members. Eat What You Kill is the key to mastering the art of sales–and it all starts with a simple mindset shift.
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Excellent Book Once Again Sam Taggart
- By Khalid Ibrahimi on 01-17-25
By: Sam Taggart
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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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"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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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
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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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With This Ring
- By: Amy Clipston
- Narrated by: Brittany Goodwin
- Length: 8 hrs and 45 mins
- Unabridged
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Performance
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Story
Dakota thought she had left her dreams of happily-ever-after behind, along with the pain of a broken engagement to her high school sweetheart, Hudson. Now, as the proud owner of Fairytale Bridal Shop in the picturesque town of Flowering Grove, she’s built a life and a business on helping brides find their perfect dress for their own fairytale weddings. But running a small business is not for the faint of heart, and when her ex-fiancé unexpectedly returns to town with a mission—to put a stop to his sister’s wedding—Dakota’s problems go from bad to worse.
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Sweet family reunion over money
- By BeckyLove on 01-17-25
By: Amy Clipston
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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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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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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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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.
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I will listen to this several times for sure
- By Lorna Martinez on 01-20-25
By: Donald Miller
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Eat What You Kill
- Becoming a Sales Carnivore
- By: Sam Taggart
- Narrated by: Dallis Seeker
- Length: 7 hrs and 2 mins
- Unabridged
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Overall
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Performance
-
Story
Just ten years ago, Sam Taggart was beating the streets as a door-to-door salesman selling solar and alarm systems, getting thousands of doors slammed in his face–and worse–every day. Now, Sam is the founder and CEO of D2D Experts, a seven-figure sales empire that offers training to an active userbase of 30,000 members. Eat What You Kill is the key to mastering the art of sales–and it all starts with a simple mindset shift.
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Excellent Book Once Again Sam Taggart
- By Khalid Ibrahimi on 01-17-25
By: Sam Taggart
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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
-
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
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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
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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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With This Ring
- By: Amy Clipston
- Narrated by: Brittany Goodwin
- Length: 8 hrs and 45 mins
- Unabridged
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Overall
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Performance
-
Story
Dakota thought she had left her dreams of happily-ever-after behind, along with the pain of a broken engagement to her high school sweetheart, Hudson. Now, as the proud owner of Fairytale Bridal Shop in the picturesque town of Flowering Grove, she’s built a life and a business on helping brides find their perfect dress for their own fairytale weddings. But running a small business is not for the faint of heart, and when her ex-fiancé unexpectedly returns to town with a mission—to put a stop to his sister’s wedding—Dakota’s problems go from bad to worse.
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Sweet family reunion over money
- By BeckyLove on 01-17-25
By: Amy Clipston
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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
-
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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Getting Things Done
- The Art of Stress-Free Productivity
- By: David Allen, James Fallows - foreword
- Narrated by: David Allen
- Length: 10 hrs and 17 mins
- Unabridged
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Since it was first published almost fifteen years ago, David Allen’s Getting Things Done has become one of the most influential business books of its era, and the ultimate book on personal organization. “GTD” is now shorthand for an entire way of approaching professional and personal tasks, and has spawned an entire culture of websites, organizational tools, seminars, and offshoots. Allen has rewritten the book from start to finish, tweaking his classic text with important perspectives on the new workplace, and adding material that will make the book fresh and relevant for years to come.
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Lifesaver
- By Gernot Schram on 01-20-25
By: David Allen, and others
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Built to Finish
- How to Go the Distance in Business and in Life
- By: Steven Pivnik
- Narrated by: Mike Reilly
- Length: 6 hrs and 12 mins
- Unabridged
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In Built to Finish, Steven Pivnik takes you on two journeys: leading his software and services company, Binary Tree, from inception to successful exit and his quest to compete in the IRONMAN® World Championship in Kona, Hawaii. Steven shares how the insights gained from his adventures in triathlon, mountaineering, and ultramarathons apply to anyone’s pursuit of long-term personal and professional success.
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Incredibly motivating
- By Vlad on 01-14-25
By: Steven Pivnik
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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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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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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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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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Ignite the Fire
- The Secrets to Building a Successful Personal Training Career (Revised, Updated, and Expanded)
- By: Jonathan Goodman
- Narrated by: Pete Cataldo
- Length: 7 hrs and 7 mins
- Unabridged
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Now in a revised, expanded, and upgraded edition, Ignite the Fire is the highly practical approach to personal training already relied on by thousands of trainers worldwide. Repeatedly called one of the "best books for personal trainers", it provides a clear road map teaching you how to become a personal trainer, to getting a personal trainer certification, to building your career from the bottom up so you can build a clientele, your reputation, and income.
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My first ever book review.
- By Sam Amado on 08-28-16
By: Jonathan Goodman
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The Survivor
- How I Made it Through Six Concentration Camps and Became a Nazi Hunter
- By: Josef Lewkowicz
- Narrated by: Price Waldman
- Length: 7 hrs
- Unabridged
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No one expected the Nazis to arrive with such speed, and without a shot being fired. But when they entered Kraków in 1939, Josef Lewkowicz’s life was obliterated as he and his family were sent to concentration camps across the continent. Josef—after surviving the horrors of six separate concentration camps during World War II—became a relentless Nazi hunter in the aftermath of the war. The Survivor is a captivating record of one man’s survival against all odds—but it is also an optimistic chronicle of such a pivotal moment in history, offering wisdom and hope despite the crushing darkness.
By: Josef Lewkowicz
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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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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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House of Huawei
- The Secret History of China's Most Powerful Company
- By: Eva Dou
- Narrated by: Nancy Wu
- Length: 11 hrs and 40 mins
- Unabridged
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On the coast of southern China, an eccentric entrepreneur spent three decades steadily building an obscure telecom company into one of the world’s most powerful technological empires with hardly anyone noticing. This all changed in December 2018, when the detention of Meng Wanzhou, Huawei Technologies’ female scion, sparked an international hostage standoff, poured fuel on the US-China trade war, and suddenly thrust the mysterious company into the global spotlight.
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Balanced and well researched view of Huawei
- By A G on 01-20-25
By: Eva Dou
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The Purpose Code
- How to Unlock Meaning, Maximize Happiness, and Leave a Lasting Legacy
- By: Jordan Grumet
- Narrated by: Jordan Grumet
- Length: 5 hrs and 25 mins
- Unabridged
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Worried about purpose? Most people are. But no one has to be. Brené Brown meets Malcolm Gladwell in this ground-breaking self-improvement book that reveals how to make a mark and how to set goals in life without falling into the anxiety traps of conventional success principles books. The ultimate in purpose anxiety relief, and a map for anyone to find happiness.
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Love the approach!
- By WharfRat on 01-21-25
By: Jordan Grumet
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Shift
- Managing Your Emotions—So They Don't Manage You
- By: Ethan Kross
- Narrated by: Ethan Kross
- Length: 6 hrs and 47 mins
- Unabridged
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Whether it’s anxiety about going to the doctor, boiling rage when we’re stuck in traffic, or devastation after a painful break-up, our lives are filled with situations that send us spiraling. But as difficult as our emotions can be, they are also a superpower. Far from being “good” or “bad,” emotions are information. When they’re activated in the right ways and at the right time, they function like an immune system, alerting us to our surroundings, telling us how to react to a situation, and helping us make the right choices. But how do we make our emotions work for us rather than against us?
By: Ethan Kross
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Stronger Than Yesterday
- 169 Insights for Transforming Your Body, Mind, and Motivation
- By: Michael Matthews
- Narrated by: Michael Matthews
- Length: 7 hrs and 7 mins
- Unabridged
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You aren’t stuck with the body you have. You can make it better, even if you’ve mishandled it, and it’s far simpler than many people believe. Because here’s the truth: Every day, your body’s biology is changing. It’s getting stronger or weaker, younger or older, healthier or sicker, and the driving factor behind these changes isn’t your genes, environment, or even your age—it’s your lifestyle.
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A fun listen
- By avichai kalij on 10-28-24
By: Michael Matthews
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The 5 Types of Wealth
- A Transformative Guide to Design Your Dream Life
- By: Sahil Bloom
- Narrated by: Sahil Bloom
- Length: 10 hrs and 25 mins
- Unabridged
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Throughout your life, you’ve been slowly indoctrinated to believe that money is the only type of wealth. In reality, your wealthy life may involve money, but in the end, it will be defined by everything else. After three years of research, personal experimentation, and thousands of interviews across the globe, Sahil Bloom has created a groundbreaking blueprint to build your life around five types of wealth: Time Wealth, Social Wealth, Mental Wealth, Physical Wealth, and Financial Wealth.
By: Sahil Bloom
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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- 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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- 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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- 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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