Seth Godin’s latest book aims to once again turn the readers attention to a goal they may think they know, but not quite necessarily understand how to achieve it. Some might say Godin's work is stating the blindingly obvious. However, it is only obvious once you have understood what he is trying to state.
It acutely drives the reader to identify their own maps and paths and not follow those before them. Their creative thinking may be a small issue, but if it’s a new idea that’s game-changing for the better, then don’t sit on those thoughts – as Godin likes to say 'Go, Ship!'
In addition, its message is also to continue and develop new projects, find new challenges. He uses firms such as Apple and Google to identify those companies and individuals who don’t stand still, are not satisfied and look to push the boundaries of what's possible and to new heights.
It is my belief that the underlying statement in Poke the Box is that it tells its reader that your creative thinking is not worth half as much if you don’t action something you think is original.