My guest for this week’s episode of the Duct Tape Marketing Podcast is best selling author, blogger, Squidoo creator Seth Godin. In this episode we discuss Seth’s new book – Poke the Box.
While the book comes in at only 80 pages, perhaps the biggest punch it packs is the one aimed at the traditional book publishing industry. Seth produced this book, not with his former publisher Portfolio, but with a start up project, jointly created with Amazon, called The Domino Project.
Few people in the business ranks have been as successful at launching a book as Seth and true to form, Godin is turning the book industry on its side with a $4.99 Kindle version, a 5 pack and 52 pack and a limited edition letterpress cover edition.
Many in the publishing industry are keeping a close eye on this project. While there’s little doubt in my mind that Godin is that concerned about the financial aspects of this endeavor, preferring instead to focus on poking his own box, it will be interesting to see how this pans out.
Godin was paid at the top of the category by his publisher and will need to sell far more copies of Poke the Box in this pricing model than the traditional royalty driven route. The big question for some in the publishing industry is what kind of distribution the big book chains will give to an Amazon produced book. The book also promises to sell far more digital copies than previous Godin books, a category that traditional credibility lists, such as the New York Times, have been slow to acknowledge.
As the book Poke the Box suggests, however, you don’t make your mark by following the status quo, you make your mark by creating the status quo. According to Godin he would rather make a ruckus than be a hypocrite and took this route to be an example of those that change, poke and lead.
We are living in an era where the news in the newspaper is old before it hits our driveway real time, public interaction with small groups of customer is now, not only possible, it’s essential – and perhaps this includes the packaging of ideas that have commerce.
Godin’s message in this book is that we need to think more like computer programmers, we need to test and improve, test and improve in real time when the cost of failure is nothing. We are not General Motors, we are an idea economy that rewards initiative over perfection.
Searching for the next big idea is a form of hiding – being wiling to ship something and not worry about failure is Poking the Box.
A distinction that Godin adds is that if you don’t finish, the starting doesn’t matter. Ideas are worth nothing, finishing is what’s valuable.
Godin is a master at creating compelling ideas out of very few words and this is a book that is both very important and very simple to consume.
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