Lessons from Prisons to the Marketing World

Imagine a world where the power of a single book can change the course of a life. This isn’t a fairy tale but a reality in places where the simple act of reading is transforming lives. In our busy lives, it’s easy to overlook the profound impact that reading can have, but for some, it’s a lifeline to a better future.

Overcrowding is a common issue in prisons worldwide. New inmates come in daily, but many old ones keep returning, caught in a cycle of crime and punishment. Within these walls, prisoners are often surrounded by others entrenched in criminal behavior, making it hard to envision a different way of life. How can we break this cycle? How can we help prisoners see that a world beyond crime exists, filled with possibilities they’ve never considered?

To address the challenges of prison overcrowding and recidivism, Brazil has introduced an innovative program called “Redemption Through Reading.” It’s a brilliantly simple concept—read a book, get four days off your sentence. The program includes a curated list of literary, philosophical, and scientific works. Prisoners have a month to read a book and must then write an essay demonstrating their understanding.

This isn’t just about reducing sentences. It’s about providing a practical reason to read, learn, and grow. Each book a prisoner reads not only shortens their time behind bars but also broadens their horizons, helping them see beyond their immediate environment.

Imagine being a prisoner in Brazil. Every book you read could mean days off your sentence. You start with a book that catches your interest, maybe something you’ve never considered before. As you read, you begin to understand that there’s more to life than what you’ve known. You see different perspectives, learn new ideas, and for the first time, feel a sense of possibility.

Consider Erwin James, a convicted murderer who served a life sentence in an English prison. His journey of transformation began with reading. He didn’t start reading for a reduction in time—there was no such incentive in his prison. He started because he needed an escape, a way to mentally transcend the confines of his cell.

Books like “Prisoners of Honour,” “Crime and Punishment,” and “One Day in the Life of Ivan Denisovich” resonated with him deeply. They helped him reflect on his own life, understand his past, and imagine a different future. These stories opened his mind to the possibility of change.

Reading didn’t just help Erwin pass the time; it fundamentally changed him. Through literature, he discovered empathy, insight, and a broader perspective on life. After 20 years, Erwin was released, transformed by the knowledge and understanding he had gained. He went on to write two bestselling books, work for charities, and become a columnist for The Guardian. His story is a testament to the transformative power of reading.

In S?o Paulo, lawyer Andre Kehdi runs a book-donation project for prisons, further illustrating the impact of reading. Kehdi believes that through reading, prisoners leave with an enlightened view of the world. They gain knowledge that prepares them for life outside, reducing the likelihood of reoffending.

These stories show that reading can be a powerful tool for personal growth and rehabilitation. It’s not just about passing time; it’s about changing lives.

Now, let’s shift our focus to the world of marketing. Just as prisoners need incentives and the right resources to change, so too do today’s marketers, especially those in the tech startup world. Over the past decade, many have entered the field from technical backgrounds, often without a solid foundation in traditional marketing principles.

Look at LinkedIn today, and you’ll see a flood of posts filled with buzzwords. Terms like “growth hacking,” “awareness amplification,” and “lifecycle marketing” are used frequently, but often without a deep understanding. This creates a cycle where new marketers base their strategies on superficial knowledge, leading to ineffective campaigns and a lot of noise.

To break this cycle, marketers need to return to the basics. Just as prisoners in Brazil are incentivised to read and learn, marketers need to be encouraged to study the foundational texts of their field. Instead of jumping from one trendy blog post to another, they should dive into classic marketing books. Understanding principles like market research, segmentation, positioning, and the marketing mix is crucial for creating effective strategies.

Whether in the context of prison rehabilitation or professional development, the power of reading and learning is transformative. For prisoners, reading offers a way to reduce their sentences and discover a world beyond crime. For marketers, delving into foundational knowledge provides the tools to create impactful, meaningful campaigns.

Haruki Murakami wisely said, “If you only read the books that everyone else is reading, you can only think what everyone else is thinking.” By seeking out diverse and foundational texts, we can expand our horizons, challenge our assumptions, and unlock new possibilities. In both cases, the journey begins with the simple act of opening a book and letting it change you. Embracing this power can pave the way for a brighter future.