What is it about?

Bogusky and Winsor shows different examples for merging your product and its marketing. They present how innovation changed companies and how to improve collaboration between companies silos.

Key points?

Do not disconnect marketing and product development. The product itself should be your marketing instrument, e.g. Apple’s Ipod.

Conclusion

This book offers some great examples of innovating your product and explains how you can overcome these barriers in bigger companies. Although there are some nice inspirations for companies of every size. For example, try the opposite of the status-quo: If they build big, build small (e.g. cars). Or sacrificing instead of adding features.

In conclusion, I really like Baked In because it presents you a lot of actionable possibilities to improve your product.