Welcome to the

Principles of Applied Stupidity!

Principles of Applied Stupidity is a most unusual book. It will show you dozens of ways to use actions normally labeled as "stupid" to achieve extraordinarily positive results!

View a 5-min excerpt from a recent presentation:

And to further illustrate, here is just one story:

There was this guy who owned a car dealership.

This guy had an unusual technique for business development. Every time a new customer came in and bought a new car, this guy would wait about two weeks after delivery, and then he would send this new customer a little note. The note would say, "We're so sorry, we made an error on your final invoice. We accidentally overcharged you $27.49. Please accept our apologies. Your refund check is enclosed."

Now hang on a minute. Mistakes are supposed to be BAD, right? And admitting to a mistake is even worse, right? So why pretend to make a mistake? And worse, why pretend admitting to it? Well . . . every single customer who received this unexpected rebate became convinced that this guy was the first (and only) honest car salesman they had ever met. They instantly became loyal customers forever. And of course he made back the measly $27.49 on their first service visit, not to mention how much money he made when he sold them (and all of their friends) their next car.

This is just one example of how doing something you might ordinarily think of as being "stupid behavior" can gain marvelous results. It's just a small part of . . . The Principles of Applied Stupidity.

David Meerman Scott, bestselling author of The New Rules of Marketing & PR (now published in 24 languages) says:

“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'.”

The Principles of Applied Stupidity are simple yet effective "people skills" that can be used whether you are the leader or the led, the manager or the managed, or in individual endeavors. Since the "principles" depart from, or are even diametrically opposed to, the standard “smart” way of doing things and/or the conventional wisdom, we didn’t know what else to call them . . . except, Principles of Applied Stupidity.

"Read the book, then book the speaker! Justin Locke’s hilarious presentation made me look like a marketing genius. Just one word of caution when scheduling Justin - he’s a hard act to follow!" -- Madeleine Crouch, Executive Director, Retail Print Music Dealers Association

To buy a copy of the book:

(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, or for larger orders, visit our online bookstore. 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

(The blue box above will take you to a paypal page where you can pay with either paypal or your credit card. For larger orders, please visit
our online bookstore.)