Baked In: Creating Products and Businesses That Market Themselves Paperback – Dec 1 2010
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"If you want to understand the future of marketing, advertising and product design, start here. Baked In provides essential insights from two of the hottest minds in marketing today."- Chris Anderson, Author, Free and The Long Tail.
"Everything's changing. The Old Order is no more. Welcome to The Participation Economy. Welcome to the unreasonable power of Creativity. Welcome to Baked In."- Kevin Roberts, Saatchi & Saatchi Worldwide, CEO. Author, Lovemarks.
"This book hit me like all great ideas hit me: it's profound, but also so simple I wonder why someone hasn't already expressed the idea. Alex and John--two ad guys--make the case that marketing and advertising as we have known it is obsolete."- Brian Dunn, CEO Best Buy
"Alex Bogusky and John Winsor are callign for a new holy alliance in the crusade to make business more innovative and the world a more interesting place. Baked In challenges us to break down the silos between design and marketing and invite everybody in. It gives us a peek into a future where as consumers, designers and marketers we all get our hands dirty in the messy, creative process of making new products and markets."- Tim Brown, CEO of IDEO
"As cogent and inspiring a plan for the future of marketing and advertising as you could hope for--from two of the leading practitioners of the age. Read it now, before everyone else has."- Mark Earls, Author, Herd and Welcome to the Creative Age
"With Baked In, Alex Bogusky and John Winsor recast the way people will think about the integration of marketing and product design. This is a provocative and compelling message, and vision for the future."- Matt Jacobson, Head of Market Development, Facebook
About the Author
Alex Bogusky is the chief creative insurgent at MDC Partners, the parent company of Crispin Porter + Bogusky advertising agency. He lives in Miami. John Winsor founded Victors & Spoils, the first ad agency built on crowdsourcing principles. He lives in Boulder, Colorado.
Most Helpful Customer Reviews on Amazon.com (beta)
Bogusky and Winsor are undoubtedly extraordinary professionals - at the top of their game for years. But this book starts from a strange premise - that CEOs of businesses (because that seems to be who they're aiming at - not marketing professionals, but everyone else in businesses) are actually TOO preoccupied with marketing (dazzled by their Boguskys, perhaps), and that really they should focus more on their product. It is a shame to have to use all your marketing energies to counteract negative perceptions of a product... but c'est la vie, when did ad people get too big for that kind of a brief?
I've never met a business person who isn't focused on their product. The idea that they should really put more emphasis there seems patronising in the extreme - if they invest in NPD it's probably for a bigger reason than just to "bake in" marketing (i.e. make their ad agency's job easier).
Their examples are worthwhile, their rules are sensible, but all amount to little more than platitudes unless you're someone about to launch a new business - then it is a very valid question, "is this a product with its marketing baked it?" - but it seems like those circumstances are few and far between.
Gone are the days of big business telling the consumer what the brand stands for and why they should buy the product. There is no place to hide...the customer interacts with your product and becomes brand representatives. If you have exceptional products, you will have exceptional representation by the consumer. If you products are average or less than average...you had better look out!
So I was expecting this book to be as briliant as their advertising.
First off, it's not well written, which is probably the biggest surprise and disappointment condsidering that these two guys stood atop the ad world at one point. You would think they could write compelling prose. They can't.
And I'm not sure I completely buy the premise that "baking in" a marketing strategy into a product--as it is being developed--is all that relevant.
The iPhone was launched with great advertsing, but what made it succeed was elegance and utility, not a preconcieved marketing idea.
Because I believe the authors are on to something. And it's not advertising. I want to say it's way past advertising, but it's actually pre advertsing.
What?? Sound confusing? Let's jump into the meat of the book.
Though I passionately disagree with both authors on the value and practice of crowdsourcing, here are a few of their points from @bakedin that stuck with me:
+ Let's cut the crap of lying and false promises about products, and instead design a useful & beautiful product / experience that meets the users exact needs & wants.
+ Stop spending 3,4, or 8 years in r & d, and instead prototype and test early, and revise what works and throw away the rest.
+ Listen to and know your audience, and make a product that fits, instead making a mediocre product and then trying to advertise the crap out of it.
+ Inrementally changing a mediocre product each year to be (slightly) new & improved is a flawed business plan. Let's innovate! Let's create something new! Let's create something beautiful! Let's create something useful!!
So if you have any interest in providing a useful / beautiful / wow product or service, do your future self a favor and pick this book up!
Also, a big thanks to @jtwinsor for sending me a copy of the book to review!