The Obvious Choice by Jonathan Goodman is a refreshing take on business success, encouraging readers to focus on authentic connections over chasing the fleeting allure of internet fame. In this book, Goodman critiques the "win the internet" mentality that often leads business owners astray and provides actionable strategies for building trust, increasing profitability, and engaging with real customers in a meaningful way. The book is full of frameworks, practical advice, and even some cheesy dad jokes that make it an enjoyable read for any entrepreneur or small business owner who wants to simplify their approach and make a real impact without getting lost in the noise of social media and viral trends.

As someone who has heard enough about the "hustle" mentality, I loved how The Obvious Choice challenged that narrative and offered down-to-earth advice on what really works. That said, there were moments when I felt the book could dive a little deeper into certain concepts—it’s easy to get the sense that it’s meant to be more of a broad overview for newcomers to business strategy than a deep dive into advanced tactics. Still, for someone looking for a bit of a wake-up call about modern business practices, this one’s a solid read. 4/5 stars!