Something different: Inside the box marketing

Sun CEO Jonathan Schwartz has blogged about it. So has Boing Boing and The Financial Times. The story is about The Box: How the Shipping Container Made the World Smaller and the World Economy Bigger. The book describes how the introduction and marketing of the standardized shipping container changed the world. It's the next book up on my list to read because it proves that real innovation is possible through the use of standards that no one company owns. We see the effects of this today in the world of blogging and the Internet, but it runs counter to many initiatives currently ongoing in digital media and publishing. Check it out.

Technorati Tags: Books, Logistics, Marketing, Standards, The Box