Best three New Business Books, Part 1

I heard Erika Napoletano speak recently. She was warm, engaging, and very, very funny (even a bit vulgar, but that didn’t bother me). So I really wasn’t very sure about what her book would be like. “The Power of Un-Popular” was a very pleasant surprise. Part motivational guide, part basic social marketing textbook, Erica describes what innovators have said in the past … that popular can actually be the kiss of death for a new business. According to Erica, learning to identify with the audience that you want to serve, no matter how small, is the key to success and long-term relationship and community building. It is an update on the old target marketing theory, with lots of very interesting case studies. She makes a very powerful argument for this approach, and it’s a very quick and engaging read.

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