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Baked In: Creating Products and Businesses That Market Themselves Paperback – Dec 1 2010

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Product Details

  • Paperback: 152 pages
  • Publisher: Agate B2 (Dec 1 2010)
  • Language: English
  • ISBN-10: 1932841571
  • ISBN-13: 978-1932841572
  • Product Dimensions: 12.2 x 1.2 x 18.4 cm
  • Shipping Weight: 181 g
  • Average Customer Review: Be the first to review this item
  • Amazon Bestsellers Rank: #510,643 in Books (See Top 100 in Books)
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Product Description


"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 Alex and John--two ad guys--make the case that marketing and advertising as we have known it is obsolete."- Brian Dunn, CEO Best Buy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.

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Most Helpful Customer Reviews on (beta) 4.2 out of 5 stars 32 reviews
8 of 8 people found the following review helpful
2.0 out of 5 stars Nice idea, but a bit thin June 29 2011
By Matt N - Published on
Format: Paperback
I had been wanting to read this book for months, then finally found a copy and ... well, I can't say it lived up to my expectations. I think this is partly because I'm an ad guy, and wanted to hear these ad geniuses talk about what they're geniuses at - rather than NPD, which it seems they want to be geniuses at, but haven't really got much of a track record at (for that, you'd be better off reading anything by Tim Brown at IDEO)

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.
4 of 4 people found the following review helpful
5.0 out of 5 stars You either have it or you don't May 29 2010
By Donavon Roberson - Published on
Format: Hardcover
There are few books out there that really cut to the heart of the matter, Baked In is one of those books. In regard to marketing, what are your customers saying about your product? Who is designing your product? Is your product a solid representation of your brand? OR are you faking it?

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 had better look out!
1 of 1 people found the following review helpful
1.0 out of 5 stars Not That Good Feb. 22 2013
By chopper - Published on
Format: Paperback Verified Purchase
Bogusky and Winsor are brilliant ad guys, their work speaks for itself. As an advertising practioner myself, I've admired Alex's work for a long time--count me as a fan.

So I was expecting this book to be as briliant as their advertising.

It isn't.

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.
4.0 out of 5 stars Mr. Product Manager and Mr. Marketer: Tear down those walls! June 23 2015
By Massimo Moruzzi - Published on
Format: Paperback
Marketing and Product have been two largely disconnected departments for too long. The norm was that somebody made a product, and then passed on the responsibility to market it to somebody else (and the advertising usually to somebody outside the company). Marketing was the department that had to uncover the story which was buried inside the product. As that is increasingly expensive to do, the smart solution is to try to bake the story right into the product. Tear down the walls: the product itself has to carry its own story and market itself. How do you do this? First things first: seek out the generalists in your company! The smart and curious people whose career paths have not been linear. In other words, the crazy ones. Great book and great learnings from companies such as And1, Frutels, Patagonia, Nike and Apple, among others.
1 of 1 people found the following review helpful
5.0 out of 5 stars Moving past advertising Jan. 22 2010
By johnathan bowden - Published on
Format: Hardcover
If advertising is not your chosen profession in life, why the heck would you want to read a book written by two of the top leaders in the advertising world? (alex bogusky, @bogusky , longtime creative director at crispin porter + bogusky; and John Winsor, @jtwinsor , former head of product innovation & cognitive research at cp+b)

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!