You might be a fan of the good ol’ Facebook “Poke,” but you probably never thought much of the act of
. Well, that is going to change when you get your hands on Seth Godin’s new book, “
Poke the Box
The fundamental message of "Poke the Box" is to start new things and dare to take initiative. David Meerman Scott,
HubSpot's Marketer in Residence
, was able to catch up with Seth about his new book and you can watch their interview below:
We put our marketing hat on and found 3 key lessons businesses can learn from "Poke the Box:"
1. Take Initiative
It is difficult for people to take initiative, but that is where a lot of value lies. The people who make an impact, Seth notes, are those who don’t take “no” for an answer. There is plenty of risk along the way but if you do the work you are capable of, you will achieve innovation. As an example, Seth points out Apple and the way the company now dominates the tablet computer market.
2. Embrace Failure
Failure should be cherished. Embracing failure helps companies learn fast and adapt to rapidly changing business environments. "The cycles of success for companies are dropping from 80 years to 40 years to 20 years," says Seth. "You cannot sit on a success for longer than five years now." But if you fail enough times and build a culture of failure, it is likely that your winning initiative is going to be brilliant.
3. Create Experiences
Seth offered two versions of his physical book—the standard edition and a custom, premium edition. The reason we buy stuff is not because we need the information anymore, he explains. It is because of the experiences they offer. Books are special, they are magical—we share them, we collect them. This type of experience is why people ultimately purchase your product. As a marketer, think about ways in which you can create similar experiences.
Did you read Seth's book? What marketing lessons did you identify?
Originally published Mar 10, 2011 9:00:00 AM, updated October 20 2016