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This podcast presents excerpts from Jonathan Goodman's book, "The Obvious Choice," a guide for entrepreneurs and self-starters on achieving success in the digital age by prioritising clarity, simplicity, and human connection.

It argues that becoming the "obvious choice" to a specific audience through trust, specificity, and consistency is more effective than chasing broad online visibility or hypergrowth.

The podcast outlines fifteen key lessons and a Human Optimized Marketing System, advocating for introspection, building trust, focusing on key relationships, and strategic action rather than chaotic ambition and reliance solely on digital platforms.

A case study of "Elaine," a retired executive, demonstrates how these principles can be applied to build a successful business by focusing on her core strengths, ideal clients, and authentic relationships.