Trying to win the internet is a gloriously inefficient way to build a business.

Forget becoming an influencer. Just because you can sell to the world, it doesn’t mean that you have to––and it’s definitely not where you start.

No matter your goals, The Obvious Choice offers 15 timeless lessons on profit and success. Jonathan Goodman, one of the world’s leading experts on helping people simplify their business, reveals proven frameworks to help you focus more, pray to the social media gods less, and master the art of attracting perfect customers.

For every 18-year-old on social media that thinks they need a big following just to make a few sales, there are 100 silent business owners quietly earning more money with less effort. 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.

Building a business and becoming an online entertainer are different games people play––neither’s better or worse but problems arise when you conflate the two––playing by the rules of one and desiring the rewards of the other.

Goodman makes the argument, backed by case studies ranging from coaches to coffee shops, million-dollar Mompreneurs to billion-dollar start-ups, that modern marketing technology has led us astray.

This book is for any business owner, coach, or entrepreneur who wants an easier way to make more money, help more people, and have more freedom.

Specifically, you’ll learn:

• How to find the people who already want to buy your thing.
• The Sesame Street Razor for simplifying hiring and referrals.
• Why becoming famous to the family is faster, easier, and more profitable than becoming famous on the internet.

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.