Risky Business: The Political Economy of Hollywood Book

Once an artist puts some work up for sale, he or she, like it or not, becomes a small business owner. The time to read Seth Godin’s, “Small is the New Big,” is before taking this momentous step.

The book, though not written specifically for those in the arts or even small business owners, is crammed with riffs, rants, and provocative ideas that are worth contemplating if you’re thinking about transitioning from creating art to creating markets.

Take writers. Many worry about criticism, which blocks the path to innovation. Godin argues that no one starts conversations about those who play it safe. “The products and services that get talked about,” he notes, “are the ones that are worth talking about.”

And how about this: “Turn strangers into friends. Turn friends into customers. And then do the most important job: Turn your customers into salespeople.”

If there ever was a mantra for the self-published author, that’s it.

Godin’s all over the place these days. His other work includes, “Unleashing the Idea Virus,” “Permission Marketing,” and, “Purple Cow.” There’s also plenty of free stuff at his blog, www.sethgodin.com, which, by the way, starts many conversations. And he happens to be one of the speakers now featured at www.authorlearningcenter.com.

I’d be surprised if you read this book and didn’t walk away with at least five good ideas. For that, it gets all five of my stars.