Speed Read - Baked In: Creating Products and Businesses That Market Themselves

Geoffrey Precourt

This article summarises "Baked In" by Alex Bogusky of Crispin Porter + Bogusky and John Winsor of Victors & Spoils and is built on a simple, powerful premise: marketing should be an integral part of product development.

Speed Read - Baked In: the Crispin Porter + Bogusky Way of Creating Products and Businesses That Market Themselves

Alex Bogusky and John Winsor, Agate B2 (2009) (view on Amazon)

Introduction

Baked In is built on a simple, powerful premise: marketing should be an integral part of product development. The argument is underpinned by the credentials of the two authors.

Alex Bogusky is co-chair of Crispin Porter + Bogusky, widely regarded as America's most inventive advertising/design agency. John Winsor, who recently left his position at Crispin as VP/Executive Director, strategy and product innovation to become Founder/CEO...

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