The 80:1 Freakonomics Paradox

Good points. Actually I did the same thing with "Da Vinci Code". After like 3 years of avoiding reading it, I finally broke down to read just because it stuck around so long.

"How To Get Rich" by Felix Dennis is another good read related to what Godin is saying. He is in the magazine business, and recommends anyone looking to start something to start it in a growing industry not already entrenched with leaders. "Ride the wave" is his suggestion

This is essentially the Blue Ocean argument:

http://en.wikipedia.org/wiki/Blue_Ocean_Strategy.