Defrag 2009  Day 2 opened with strong support from its attendees. With a fierce, outlaw motorcycle club-inspired “Sons of Defrag, Colorado” logo flashing before them, the crowd settled with their laptops and caffeine of choice (exchanging jokes like, “Will you friend me?” “I don’t know -- how many followers do you have?”) in anticipation of sharing the day’s activities.

Webcams appeared and went live. Eric Norlin continued the levity of the previous day, holding up the doorknob hanger in the tchotchke bag that says, “Go Away. I’m having an Ah-Ha moment.”

The conference turned serious quickly during John Winsor’s “Shake & Bake: Creating Products & Businesses That Market Themselves” which emphasized 6 of his 28 recipes for mashups between product and marketing.

Creating Products & Businesses That Market Themselves

At the top of the presentation he posed the questions, “How do we design product innovation? How do we inject strategic thinking to connect marketing to consumers’ deeper thinking?” His examples included Nike and the reprap machine.

Winsor asserted that, while product and marketing became disconnected during the 19th century industrialization, there were singular examples of integration between product and marketing (for example, the Shaker community of Ohio that sold seedboxes to meet demand in New Orleans).

Winsor explained marketing tends to fail because of four reasons:

  1. The product has no story and neither does the market
  2. The product has no story but marketing makes one up anyway
  3. The product has story, marketing tells a different one
  4. The product sings of its own volition

Winsor stated emphatically, “It’s time to rethink, restructure, recommit.” His solution: allocate resources to the product and bake the marketing into it for a stronger consumer/brand connection. Rely on cultural and consumer research to help the product market itself. Knock down the silos that prevent integration.

The six of 28 recipes to promote baking included:

  1. Recognize the artificiality of the corporation
  2. The power of the perfectly wrong (think of the brand “Ugly Dolls” and how they’re perfectly wrong)
  3. The power of an absolute (owning absolutely a piece of the market)
  4. Sacrifice and simplify (stop building the bells and whistles)
  5. Mine your own history (the premise of crowd sourcing isn’t necessarily new: Planters offered a contest to create a label in 1919 and a young boy won or Dominos 30 min guarantee--Dominos now provides a pizza status tracker)
  6. Get your hive on (consumers help to co-collaborate)

Winsor closed his time with a reference to, where crowd sourcing is encouraged: his book, he shared, can always be better. Winsor built a wiki/blog where the 28 rules are interactive at