“I run across so-called ‘marketing experts’ who spend months of time and millions of dollars producing slick television commercials that nobody remembers. So why is it that “stupid people” can make a homemade video and put it onto YouTube for free and get a million hits? The well-paid smarty-pants trumped by the unschooled? What the heck is going on here? Justin Locke knows about the enormous power of stupidity. He’ll open your eyes to a new way of thinking, and he does it in an engaging style with tons of examples. I love 'Principles of Applied Stupidity'.” -- David Meerman Scott, bestselling author of The New Rules of Marketing & PR (now published in 24 languages)

Welcome to the

Principles of Applied Stupidity

Question: what is it that makes a performer . . . a superstar?

To answer this question, Justin Locke looked at his many years of working with superstar conductors. What was it that made the orchestra sit up and take notice of one conductor, and take little notice of another?

The answer may seem rather odd: superstars do things that, at first glance, are not smart.

Superstars rarely follow rules or procedure. They stick out from the crowd. They often lack training in basic skills. They constantly risk failure. They dress funny. They often do as little as possible, forcing everyone else to work harder.

Conventional wisdom and standard procedure can offer you a quick and predictable return, but to be truly innovative and unique, and to build your personal brand and get noticed, you must go against what you were taught was "smart." In school, to be smart is to follow instructions perfectly. To be smart is to parrot back pre-existing solutions. To be smart is to obey and conform.

To innovate, you must ignore the past. To be a leader, you must be willing to risk failure. In other words, to be a superstar, you must apply . . stupidity.

The Principles of Applied Stupidity are all about departing from the status quo, and becoming your true unique original self. They are techniques for stepping out of the tried and true, and into the unknown.

Yes, this may make you feel vulnerable, but "getting in touch with your innner idiot" is the first step in re-becoming the unique and original person you were meant to be.

(Books are just $14.95 + 3.49 s&h)

(You can also order by mail and pay with a check. Click here for handy order form.)

View WCVB's Chronicle HD episode based on the book

Sample Chapters:

Genesis of the book | Introduction
Excerpt #1: A Story of Dumb Luck at Work
Excerpt #2: Benefits of Avoiding Proper Procedure

Contact JLP

View Justin Locke's Speaking One-Sheet and Bio/Topics Page

And you can also read a recent online review and check out reader comments and reviews.

This website is the place to buy the book. It's the best price (just $14.95 +3.49 s&h) and you're buying direct from the publisher. This is now in its 3rd edition, which has incorporated all the online updates of the past year. This book is NOT SOLD IN STORES.

You can also combine orders with copies of "Real Men Don't Rehearse"! See info below. Special deal on shipping, whether you buy one book or a hundred books, the shipping is just $3.49. Period. Yes, it's confusing and disorienting to not get overcharged on shipping, but that's the deal!

Also by Justin Locke: Real Men Don't Rehearse is an amusing inside look at the zany secret world of professional orchestras. It is illustrated with dozens of humorous tales of musician antics and concert meltdowns.

ORDER RMDR | Read Excerpts | Reader Reviews

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