A Well-Reasoned Ripping Apart of Alex Bogusky’s Latest Book

Let’s start this last day of the work week a little mean, shall we? Currently making the rounds in the ad agency world is Dan Neil‘s scathing review of modern ad icon Alex Bogusky‘s latest book (co-written with John Winsor), Baked In: Creating Products and Businesses That Market Themselves. While Neil admits there are the occasional useful thoughts in the very, very slim book, he spends most of his review tearing it apart, saying that most of it is either very obvious words of wisdom (“better products tend to sell better”) or not entirely grounded in reality. He sums it all up nicely toward the beginning when he writes “perhaps Bogusky and Winsor never had an editor to challenge them on some of the most evident holes in their book.” It’s a great picking apart of the book (we’ve always been a little critical of Bogusky’s literary work ourselves), but also seems to have a wide spread, speaking to the many other self/business-help books that follow that “well this is all great, but how does it apply to the real world?” model.

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