"A much-needed recalibration for a business generation that’s focusing on the wrong thing at the wrong time. This book is a must-read for anyone who wants to break the cycle of meaningless metrics, endless content generation, and start building real, long-lasting success (and wealth).

— Sam Parr, Founder of The Hustle and and host of the My First Million podcast

"If you want to win in business without feeling like you have to win the internet, get this book! It can help any marketer, small business owner, and entrepreneur."
— Jason Feifer, Editor-in-chief of Entrepreneur Magazine and author of Build for Tomorrow

“Jon has written the definitive playbook for people striving to achieve great things. It achieves the rare balance of teaching people how to succeed by leaning into their authentic selves and does so in a way that is as inspiring as it is entertaining.”
— Ben Bergeron, CrossFit leader and author of Chasing Excellence

“Consider this required reading for anyone running a small business—Goodman nails it when it comes to business insights. This book is filled with timeless advice, and unlike so many other business books, it's a joy to read. Every entrepreneur is going to get actionable takeaways from this read. If you're selling something, you need this book in your life. Trust me, you won't regret it!"
— Harley Finkelstein, President of Shopify

“The Obvious Choice is a wake-up call not only for how to do business, but how to live and make genuine connections in an all-too-online world. It shares fundamental truths that, the sooner you get them, the sooner you’ll increase your income while decreasing your reliance on performative social media. This book is profoundly thoughtful, easy to read, and really important."
— Michael Easter, New York Times bestselling author of Comfort Crisis and Scarcity Brain

“In a world where so much changes on the surface, Jon reminds us of deep timeless principles that are constant. This is a great read with insightful guidance on how to not only improve your small business and local business, but also your life."
— David Segal, Founder of David’s Tea

“The Obvious Choice is a playbook for taking action on things that actually work versus following the flavor of the day or the newest social media soundbite. I was a mere three pages into the Introduction before I found myself reaching for a pen to highlight key passages and take notes on action steps for my own business.”
— Joey Coleman, Wall Street Journal bestselling author of Never Lose a Customer Again

“Jonathan Goodman has written a must-read book on how to simplify your business and put your customers first without losing what makes you special and unique. This book is a home run.”
— Jesse Cole, Founder of Savannah Bananas and author of Fans First

“Jon will show you how to stop playing small, own your worth, and start earning what you deserve while making a real impact.”
— Jen Gottlieb, Co-Founder of Super Connector Media and Bestselling Author of BE SEEN