Seth Godin 
EVERYONE IS AN EXPERT (about something) [EPUB ebook] 
The Search for Meaning Online

THIS BOOK is for anyone who wants more online traffic, more revenue, more followers, more attention, more interest, more donations or more influence. The paradox, of course, is that the best way to get all these things is by delivering less. This is a book about focus and meaning. Feel free to share it. Copyright holder is licensing this under the Creative Commons license, Attribution 2.5.