"Poke the Box," which promotes a mindset of constant initiation and action over passive observation. Godin emphasizes that the modern economy demands initiative, not just competence, and that fear of failure is counterproductive. He encourages readers to "poke the box" by experimenting, trying new things, and pushing boundaries, even if it means failing. He argues that failure is inevitable but that the fear of failure should not paralyze us from taking action and making a difference. Godin suggests that individuals and organizations should embrace a culture of constant initiation, where risks are taken, ideas are shipped, and mistakes are viewed as opportunities for learning.