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Not everyone in the media is grooving on Alex Bogusky. The creative chief at Crispin Porter + Bogusky, who was likened to Our Lord just 18 months ago in Fast Company, has, along with now ex-colleague John Winsor, produced a load of tripe with his new book, Baked In: Creating Products and Businesses That Market Themselves. At least, that's according to a Los Angeles Times reviewer. Dan Neil performs a good old-fashioned evisceration of the book, shredding its premise as obvious, its tone as clichéd and arrogant and its conclusions as wrong, or at least impractical.
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