Wednesday, 12th November, from 6:00
“People don’t want to buy a quarter-inch drill. They want a quarter-inch hole”
– Theodore Levitt
“Out of the Box is a simple yet effective solution for cell phone users who have difficulties with learning to use their new handset. For older people, this experience can be particularly frustrating as they apply analogue modes of learning to the digital experience – looking in the box for help that simply is not there.” – via Out of the Box — Special Projects.
Alright, serious for a minute.
I’ll admit, I haven’t read it just yet – but I have no doubt that it will be up there with Cluetrain as one of the most influential books on technology. I’m recommending that you pick this book up.
I met Steve, back in, it must have been, 2001. The new lease on our corporate building was up, and we were moving to a swanky new office. A jungle of beige-blue cubicles, but as a newly-minted member of the workforce, I was impressed.
My cubicle neighbour was the new guy. Steve Sammartino was his name. Like the energiser bunny. He was always popping his head over the partition to quiz me on the names of rock drummers, or woo me with an obscure 80’s sitcom reference. Hilarious. I could never get a thing done.
Steve once stole an expensive trophy from the annual sales conference gala event, and presented it with me in the morning. I still have it, somewhere.
He wasn’t like everyone else there. He challenged me to challenge the mediocre work that you inevitably do at a multinational corporation. And made me a better marketer for it.
Hsuen turned up not long after, and they were the two smartest people in the building. By a long shot.
We went our own ways for a year or so, but a catch up in London in 2005 got us into a conversational orgasm about the internet, trackbacks, and the like. Steve and I got into blogging at around this time, and – living on the other side of the world – it’s how we kept in touch. Obviously, Steve took his blog a bit further than i did mine.
I worked with Steve on the MVP for Rentoid, but again he went the full distance with that one, too. There’s not many people I know who have written a book and sold a .com business. The fact that he’s also launched a Lego rocketship into space, and somewhere along the way, learned to breakdance, makes him an even rarer gem.
His blog has always been something I read regularly, and a breakfast meeting with Steve fills you with more knowledge that you’d otherwise receive in a month.
His a terrific fellow, a great friend, and I’ve no doubt that this will be a bestseller. So get out there and buy a copy of his book.