The old way of selling was to create safe, ordinary products and combine them with mass marketing. The new way is to create truly innovative products and build the marketing right in. But how does a brand make the transition from old to new? According to advertising gurus Alex Bogusky and John Winsor, it starts with the realization that the message is not the product, the product is the message. In Baked-In, they offer a step-by-step guide on how brands can adapt and thrive in this brave new world. Using these tools, Bogusky and Winsor have successfully marketed some of today’s most important brands, including Google, Nike, Microsoft, Patagonia, Toyota, and Burger King. They reveal how, through tools at hand — product design, brand history, internal collaboration — and the new tools of digital technology — YouTube and the web in general — companies can succeed in the 21st-century marketplace.
The playing field for businesses is always changing. But one principle remains constant: individuals and companies that innovate will excel. In this groundbreaking guide, entrepreneur John Winsor presents 16 unique perspectives from trail-blazing innovators in companies of all sizes — creative directors, CEOs, brand managers, product developers, and others. Readers will learn how these stellar innovators built powerful brands and created the right environments to foster high levels of creativity. Following each interview, readers will discover a set of tools and recommendations to help them implement the innovator's ideas, including exercises, questions, and space to draw or write their thoughts. Throughout, Winsor weaves his essential premise: it takes more than one brilliant mind to allow innovation to occur. By the end, readers will understand why a true innovator is someone who makes connections with others and realizes the rewards.
Branding is done — in today's business and marketing world, it's all about bottom-up co-creation to ensure real marketing effectiveness and product success. Marketing expert John Winsor makes a powerful case that instead of focusing on traditional branding efforts, companies must learn to use "co-creation" tools to work from the bottom up to create new products, services, and marketing strategies in collaboration with their customers. Today, it's all about getting out in the streets and spending time with the right customers, in their worlds, to create the essential foundations for breakthrough innovation. He takes readers deep into this new kind of customer-company relationship, providing useful case studies as well as practical step-by-step methods to engage these key voices in dialogues that fuel real innovation. Readers will learn how to develop a true bottom-up co-creation strategy and hone the intuition and inspiration that drive innovation.
Mr. Broadway was completed just one month before Gerald Schoenfeld's death in 2008 at the age of 84. Bringing the reader backstage, the long-term chairman of the Shubert Organization shares his triumphs and failures, sings praise, and settles scores. He recounts nightmarish tales of the Shuberts, themselves – the meanness of Lee, the madness of JJ, the turmoil surrounding John's personal life, and the drunken ineptitude of Lawrence Shubert Lawrence, Jr., the man who succeeded them and nearly brought the Shubert legacy to an ignominious end. An active participant in that legacy for over 50 years, Schoenfeld describes how he and his partner, Bernie Jacobs, saved the Shubert Organization, bringing some of Broadway's greatest hits to the stage – from A Chorus Line, Equus, and Amadeus to Pippin, Les Misérables, Evita, Cats, The Phantom of the Opera, Godspell, Ain't Misbehavin', Dreamgirls, Dancin', Sunday in the Park with George, The Life and Adventures of Nicholas Nickleby, Glengarry Glen Ross, The Heidi Chronicles, The Gin Game, Miss Saigon, and Chess.
A scholarly and authoritative history of the emergence and growth of Islam in Iran during the early and later medieval periods. This book, by I. P. Petrushevsky, the foremost Soviet Iranologist, was originally published in Russia in 1966. After discussing the Arabian environment in which the faith of Islam arose, and the character—legal, social and doctrinal—of the new message, the author moves on to trace the peculiarly Iranian development of Islamic beliefs, the schisms which arose in its early history, and the eventual creation of a Sunni orthodoxy. Written from the Russian perspective, with Russia's long contact with Iranian and Turkish Muslim neighbors, it provides a stimulating and salutary balance to the study of the Islamic world.
NEW YORK TIMES BESTSELLER From Gabrielle Hamilton, bestselling author of Blood, Bones & Butter, comes her eagerly anticipated cookbook debut filled with signature recipes from her celebrated New York City restaurant Prune. NAMED ONE OF THE BEST BOOKS OF THE YEAR BY PUBLISHERS WEEKLY NAMED ONE OF THE BEST BOOKS OF THE SEASON BY Time • O: The Oprah Magazine • Bon Appétit • Eater A self-trained cook turned James Beard Award–winning chef, Gabrielle Hamilton opened Prune on New York’s Lower East Side fifteen years ago to great acclaim and lines down the block, both of which continue today. A deeply personal and gracious restaurant, in both menu and philosophy, Prune uses the elements of home cooking and elevates them in unexpected ways. The result is delicious food that satisfies on many levels. Highly original in concept, execution, look, and feel, the Prune cookbook is an inspired replica of the restaurant’s kitchen binders. It is written to Gabrielle’s cooks in her distinctive voice, with as much instruction, encouragement, information, and scolding as you would find if you actually came to work at Prune as a line cook. The recipes have been tried, tasted, and tested dozens if not hundreds of times. Intended for the home cook as well as the kitchen professional, the instructions offer a range of signals for cooks—a head’s up on when you have gone too far, things to watch out for that could trip you up, suggestions on how to traverse certain uncomfortable parts of the journey to ultimately help get you to the final destination, an amazing dish. Complete with more than with more than 250 recipes and 250 color photographs, home cooks will find Prune’s most requested recipes—Grilled Head-on Shrimp with Anchovy Butter, Bread Heels and Pan Drippings Salad, Tongue and Octopus with Salsa Verde and Mimosa’d Egg, Roasted Capon on Garlic Crouton, Prune’s famous Bloody Mary (and all 10 variations). Plus, among other items, a chapter entitled “Garbage”—smart ways to repurpose foods that might have hit the garbage or stockpot in other restaurant kitchens but are turned into appetizing bites and notions at Prune. Featured here are the recipes, approach, philosophy, evolution, and nuances that make them distinctively Prune’s. Unconventional and honest, in both tone and content, this book is a welcome expression of the cookbook as we know it. Praise for Prune “Fresh, fascinating . . . entirely pleasurable . . . Since 1999, when the chef Gabrielle Hamilton put Triscuits and canned sardines on the first menu of her East Village bistro, Prune, she has nonchalantly broken countless rules of the food world. The rule that a successful restaurant must breed an empire. The rule that chefs who happen to be women should unconditionally support one another. The rule that great chefs don’t make great writers (with her memoir, Blood, Bones & Butter). And now, the rule that restaurant food has to be simplified and prettied up for home cooks in order to produce a useful, irresistible cookbook. . . . [Prune] is the closest thing to the bulging loose-leaf binder, stuck in a corner of almost every restaurant kitchen, ever to be printed and bound between cloth covers. (These happen to be a beautiful deep, dark magenta.)”—The New York Times “One of the most brilliantly minimalist cookbooks in recent memory . . . at once conveys the thrill of restaurant cooking and the wisdom of the author, while making for a charged reading experience.”—Publishers Weekly (starred review)
A fun and exciting guide to the world of living out at sea. This book will teach you what you need to know inorder to live safely, economically and cheaply when spending moths at sea. If nothing else, this book will send you chasing for your dreams, whether it be to take an adventure at sea or just about anyhting else. This is the first of a four-book series which begins on the journey that Lin and Larry Pardey began 34 years ago in their self-built 24-foot engineless cutter, Seraffyn. In this journey, we explore places such as Mexico, Central America, the Caribbean, and the Islands of the Atlantic ocean. Throughout the book, we learn about people and customs, we learn about the tricks of boating, we learn about surviaval. This 25th anniversary edition includes a new forward, new appendixes, and a color photo album showing Lin, Larry and the Serraffyn during those months at sea.
Marketing expert John Winsor shows readers what some of the most forward-thinking companies today do to develop aggressive, innovative growth. This title also explains why engaging the right customers is essential to winning in business.
