Editor’s comment:  This might be the first book I’ve ever repeated as book of the month but we’re closing in on its 20^th anniversary and I probably recommended it 8+ years ago on this site.  Godin’s books are all fun and easy to read, the most important to me other than this one were “Tribes” and “Purple Cow”.  All Godin books are short, entertaining reads with important points for marketers.  I promote Permission Marketing, his first I think, at every Vistage presentation I make however (even though it’s dated) because I built a business with this single Godin thought in mind:  “Mass media is dead; long live niche media”.