About six months ago, I was handed a book from my Creative Director, Peter Morris, with the title Free Prize Inside! by Seth Godin. It piqued my interest with its bright colors and super hero drawing on the cover, so I put it on the corner of my desk with every intention of reading it. I think you can see where this is going, I did not read it.
January 1st rolled around between now and then and although I have never been a fan of new year’s resolutions, I decided to give it a try this year. I decided that I would start reading again and I set a goal of finishing a book every two weeks. So far I have read the Hunger Games trilogy and re-read From Good to Great. In short, I have not hit my goal but I am reading more than I was in 2011 which was my reason for the goal in the first place.
When I was leaving work last Monday, I knew I was going to have some free time that night so I decided that Free Prize Inside was finally going home with me. I threw it in my bag, got some dinner on the drive and opened up to page one…
*begin inspirational music here*
I don’t know why I waited so long to start this book! I have not quite finished it yet, but this thing is amazing. It is such an easy read that once I started, I was through 100 pages before I took a break to glance at the clock.
One major point that I wanted to share from it is Godin’s concept of “Soft Innovation.” To quote him, he describes it as, “…a cool twist that doesn’t cost a fortune but that transforms the way people think about your product or service.” He goes on to give the example of the frequent flier miles program that was launched by American Airlines; it didn’t change the way the company operated much but it did change the loyalty of customers. They were still flying planes the way they always did, but customers were much more loyal than before. The point is, one small idea can completely revolutionize the way customers look at a company. The most empowering concept of the book though, might be the idea that soft innovation is the responsibility of every person in a company. I will go ahead and stop with that tiny bombshell and let you discover everything else on your own.
Read this book. I still have about 110 more pages to go but I plan on finishing it before the end of this week. If the last half of the book is as good as the first, I will dive right in and not even notice the minutes flying by.

NOTE: In the picture above, the smiley stress ball does not come with the book. I just thought it would be fitting to throw a little trinket in to the picture since the title is Free Prize Inside. The toy is mine and no one can have it, sorry…