So why even bother excerpting from the review? Well, if for no other reason than to retell the joke that Neal repeats that William Shatner once told on "Saturday Night Live": "'Star Trek' is really popular in Japan," he said, "where it's known as 'Sulu, Master of Navigation.'"

Despite their impeccable credentials, Bogusky, co-chairman of Crispin Porter & Bogusky, and Winsor, who was CP&B's vice president and executive director of strategy and innovation until he created crowd-sourcing agency Victors & Spoils last month, fall into the same self-glorifying and self-referencing trap, according to Neal. It's not that the tenets of "Baked In: Creating Products and Businesses that Market Themselves" are half-baked. It's more that most "all of them could be found in an employee handbook from Procter & Gamble in 1955," Neal writes.

Crowd-source reviews for the book on Amazon, on the other hand, are running favorable.