Alex Bogusky and John Winsor both of Crispin Porter + Bogusky. Although they have moved onto other things, the work they did while at CP+B.

“Baked In” by Alex Bogusky and John Winsor

In short this book is a product design book. Alex and John propose the thesis to their book with the subhead: creating products and businesses that market themselves. From an advertising perspective the brands that have their marketing baked in will win over those brands who have to fake their way through business. The authors give several examples of products and the resulting marketing.

The last chapter of Baked In is really worth reading. I won’t ruin it, but Alex and John give their prospective on what they believe will come  in the future. This in turn leaves me excited about the future of my profession and how lucky I will be to be apart of the process.


John Winsor has a great blog on his website, fittingly enough on marketing product design:

Alex Bogusky has some great videos on YouTube worth checking out. This one corresponds nicely with Baked In. Although it is more focused on social media and its future, the message is the same.