In 'The Comfort Crisis,' Michael Easter explores the idea that modern society's emphasis on comfort and convenience has led to various physical and mental health issues. Easter's journey takes him to diverse locations, including the Alaskan backcountry, Bhutan, and the labs of neuroscientists, to uncover the benefits of living at the edges of one's comfort zone. He discusses the concept of 'misogi,' a Japanese practice involving challenges that push individuals to their limits, and how such experiences can enhance creativity, reduce burnout and anxiety, and increase overall well-being. The book is a call to action, encouraging readers to break out of their comfort zones and reconnect with the natural world and their own potential[2][3][4].
Atomic Habits by James Clear provides a practical and scientifically-backed guide to forming good habits and breaking bad ones. The book introduces the Four Laws of Behavior Change: make it obvious, make it attractive, make it easy, and make it satisfying. It also emphasizes the importance of small, incremental changes (atomic habits) that compound over time to produce significant results. Clear discusses techniques such as habit stacking, optimizing the environment to support desired habits, and focusing on continuous improvement rather than goal fixation. The book is filled with actionable strategies, real-life examples, and stories from various fields, making it a valuable resource for anyone seeking to improve their habits and achieve personal growth[2][4][5].
In 'The Dip,' Seth Godin challenges traditional views on persistence and quitting. He introduces the concept of 'The Dip,' a challenging phase between starting and mastering a skill, which is necessary for growth and mastery. Godin distinguishes 'The Dip' from 'The Cul-de-Sac' (a dead-end situation) and 'The Cliff' (a risky situation), advising readers to quit the latter two but push through 'The Dip' to achieve significant rewards. The book provides practical advice on recognizing when to quit and when to stick with a project, job, or relationship, emphasizing that strategic quitting can lead to extraordinary success.
The Shredded Chef is a comprehensive cookbook that offers practical dietary wisdom backed by over 115 scientific studies. It includes 125 recipes categorized into sections such as breakfast, salads, sandwiches, shakes, snacks, lean meat, poultry, seafood, vegetarian dishes, sides, and desserts. Each recipe provides clear ingredient lists, cooking instructions, and detailed macronutrient breakdowns. The book emphasizes flexible dieting, allowing readers to enjoy their favorite foods while achieving fitness goals. It also includes tips on meal planning, portion control, and cooking techniques, making it accessible to both beginners and experienced cooks[2][3][4].
Why is simplicity so important in marketing? What is the “unique game” approach, and why does it work? And how does storytelling help you build trust and achieve long-term results?
In this episode, I sit down with Jonathan Goodman, acclaimed author and entrepreneur, to discuss the insights behind his latest book, The Obvious Choice.
Jonathan Goodman is the creator of the Personal Trainer Development Center and host of the Obvious Choice podcast, a top show for coaches and entrepreneurs. Featured in Men’s Health, Forbes, and more, Jon has helped over 200,000 small business owners worldwide grow their businesses.
In this interview, you’ll learn . . .
What it means to define your “unique game” and play to your strengths
Why storytelling is critical for connecting with your audience
How to focus on solving problems, not chasing likes or algorithms
The power of community, specificity, and familiarity in building trust
Why success comes from simplicity and identifying your "good enough"
And more . . .
So, if you want to discover practical strategies for finding your way in a crowded market while staying true to your goals, click play and join the conversation.
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Timestamps:
(00:00) Intro
(04:57) Why “The Obvious Choice”?
(09:30) Winning the Internet
(17:57) Growth strategies
(26:01) Smart marketing
(32:38) Writing a book: why and how
(39:46) Writing focus
(47:02) Choosing your game
(01:00:38) Exploring your hypothesis
(01:07:05) Finding focus
(01:13:36) Commitment and consistency
(01:17:59) Knowing when to quit
(01:22:32) Achieving excellence
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Mentioned on the Show:
Pulse
The Shredded Chef
Creatine Monohydrate
Jonathan Goodman X
Jonathan Goodman Instagram
Jonathan Goodman YouTube
Jonathan Goodman Linkedin
The Obvious Choice Podcast
The Obvious Choice: Timeless Lessons on Success, Profit, and Finding Your Way
Muscle for Life with Mike Matthews 
