In Baked In, Alex Bogusky and John Winsor explain how companies can create products and services that customers will love. The book is based on the premise that customers are the best product development team a company can have. By involving customers in the product development process, companies can create products that are more likely to be successful. The book provides a step-by-step guide to involving customers in product development, from ideation to launch. It includes case studies of companies that have used this approach to successfully launch new products, as well as advice on how to avoid common pitfalls.