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Baked-In: Creating Products and Businesses that Market Themselves, by Alex Bogusky & John Winsor, Reviewed by Ed Reilly: "

Baked-In: Creating Products and Businesses that Market themselves does an impeccably good job of defining the problem in Part One of the book:

A battery of focus groups, ethnographies, brain scans, and more are arranged to go forth and uncover what the consumer wishes the product really was. Then the marketing budget is spent telling lies about the product. It's now possible to take all that consumer insight and actually bake it right into a new product. A product designed with a mission. A product with a story to tell. A product with the ability to sell itself.