The Obvious Choice: Timeless Lessons on Success, Profit, and Finding Your Way

by Jonathan Goodman

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.

Genres: Self Help, Business, Nonfiction, Professional Development, Audiobook

240 pages, Hardcover

Published January 14, 2025

About the author

Jonathan Goodman is the creator of the Personal Trainer Development Center and host of the popular Obvious Choice podcast, a top show for coaches, entrepreneurs, and small business owners. Jon’s been featured in most major business and fitness publications including Men's Health, Forbes, Entrepreneur, Robb Report, Inc., and many more. Over 200,000 coaches and small business owners in more than 120 countries have purchased business development materials from him. Originally from Toronto, Jon spends his winters exploring the World with his wife and two young sons.

Reviews

[CatReader · Rating 3 out of 5]

In The Obvious Choice, serial entrepreneur and serial author Jonathan Goodman sets out to write a Business Book That's Not Like the Other Business Books (because according to Goodman, most business books only have a handful of key ideas and don't actually deliver much value)...and ends up publishing a Business Book that's Largely Like the Other Business Books (because this book essentially fits the aforementioned mold). His target audience for 2025's The Obvious Choice appears to be business owners who are struggling to break through in competitive markets, who turn to channels like social media advertising to try to find a competitive edge, when per Goodman the way to forge authentic connections with high value customers is to become their "obvious choice" through getting personal referrals or otherwise making themselves seem like a familiar, popular, and/or reputable choice in potential customers' microenvironments. Basically, work smarter, not harder, and don't assume you'll blow up on social media. I think this book may come in handy for that target audience, though its key concepts are likely already intuitive to many.

My statistics:
Book 48 for 2025
Book 1974 cumulatively

[Brian Carpenter · Rating 5 out of 5]

I enjoyed this read, even if the core topics don’t necessarily carry a lot of weight in my day to day life. I think he has some interesting viewpoints on relevant challenges that most people will come across in any business landscape in 2025 (and beyond).

[Stephen Strumos · Rating 5 out of 5]

Jon is a fantastic writer. He's masterful at taking complex ideas and simplifying them. One of his noteworthy lines is, "what would this look like if it were easy?" and that's how he approaches business. It's a refreshing look on success that doesn't involve the grindset mindset or just working more and trying to be busy or distract yourself with tasks that don't end up making a difference. If you're a business owner you owe it to yourself to read this book to better simplify and streamline the way you do things and understand why they make a difference in your business. He comes from a fitness background but the lessons here are universal.

[Noriko Hessmann · Rating 5 out of 5]

I've always liked what Jon shares and now it's in a book! He does a great job of weaving personal stories into the writing, and there are a lot of actionables to get your hands dirty.

Some key takeways include:
- how to figure out the habits and actions that move me forward and focus on those.
- "The tighter your target, the clearer your vision, the simpler the execution, and the bigger your profit margin"
- "Life isn't a story, but stories are how we talk about life" -> great reminder on how we can connect to others through story.

[Owais Ahmed Mohyal · Rating 5 out of 5]

Obvious Choice by Jonathan Goodman offers an excellent, no-nonsense approach to business. The book is packed with practical, actionable tips that are grounded in real-world examples. What stands out is the absence of filler or unnecessary jargon – it’s straight to the point. If you’re looking for clear, effective business advice without all the fluff, this book delivers. Highly recommended for anyone wanting real, implementable strategies

[Arun Narayanaswamy · Rating 4 out of 5]

A simple yet deep take on navigating though life choices. Though there is a lot of learning, one big take away is the concept of “good enough”. Not something new, but the way it’s put across by the author makes a good impact. Also loved how the examples of personal training (the author is one ) has been put in the format of self help. Good one overall.

[Bill Murch · Rating 5 out of 5]

I've only read part 1 so far, but I wanted to give my feedback now.

So far, 5 stars! I’m finding it easy to read, Goodman's ideas are clear, and the content is making me think differently about how I work in my business, which is a good thing for me. 😊

If you want to learn a different way of working on your business, I highly recommend this book.

[Adam Hansen · Rating 4 out of 5]

First interaction with Goodman and I can say I really enjoyed this book. Very pithy insights into a lot of different ideas. This book is an easy read and the short bits keep it interesting and engaging. I am looking forward to his new book coming out next year. Goodman has gained a follower in me.

Thank you NetGalley for this advanced copy in exchange for my review!

[Stefani Strehl · Rating 5 out of 5]

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 while also entertaining.

[Steve Brock · Rating 5 out of 5]

I have selected this book as Stevo's Business Book of the Week for the week of 1/12, as it stands heads above other recently published books on this topic.

[Saraa · Rating 5 out of 5]

Fantastic! Lots of useful tips and techniques!!

[Deb Peters · Rating 5 out of 5]

Lots of great ideas. -easy read

[Jesse Pichardo · Rating 4 out of 5]

This is the first book of Jonathon Goodman’ I actually finished. I did really enjoy it. I like conversational tone, and humor, he writes with.