Summary of Baked In

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Baked In book summary


8 Overall

8 Applicability

7 Innovation

8 Style


Apple CEO Steve Jobs approaches innovation with attitude, saying, “I want to put a ding in the universe.” Many would say Apple’s products have done exactly that, from the Mac to the iPad. Customers don’t just love Apple’s innovative gear – they become devoted members of its tribe. Apple’s products market themselves. Indeed, as Alex Bogusky and John Winsor put it, Apple “bakes” the marketing right into its products. In this charming, short book, they explain why innovation is the best marketing tool, why collaboration is the best approach to product design and why the Internet puts the customer firmly in charge (you’ll be all a-Twitter). getAbstract believes anyone involved in product development, branding and marketing could benefit from these concepts. The book is fun to read, from its whimsical illustrations to its succinct ideas: “Don’t just design what you what you don’t see.”

In this summary, you will learn

  • Why companies mistakenly separate product design and marketing into different silos, thus distorting their products’ narrative
  • How to use innovation to “bake” the marketing into your products so they sell themselves
  • Why original product design requires collaboration and
  • Who is really in charge (hint: it’s the Twitter-people).

About the Authors

Alex Bogusky, an award-winning art director, is co-chairman of a creative agency recognized by Fast Company as one of the most innovative firms in the world. John Winsor is the firm’s vice president and executive director of strategy and innovation.



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