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Built to Love reveals how companies can create captivating products that energize the marketplace and set the standard for what customers want and expect. Firms often hope the answer is to produce the latest high technology devices only to find that they fail to light up the marketplace. Or firms rely on ads that overstate or mislead, leaving the customer disappointed and disillusioned. Instead, a deeper emotional engagement between the customer and product is required, regardless of whether the products are physical products, services, technologies, software, systems, or brands. Using a combination of industry-based research and laboratory experiments, the authors demonstrate that customers will richly pay for products that authentically provide emotional fulfillment. They uncover the science behind successful products that create an avid and loyal following, and they present evidence that product emotions increase a product's success in the marketplace as well as a firm's success in the stock market (even when the economy is down!). A practical how-to guide, the book next shows how to analyze customers' emotional needs and translate those needs into features that galvanize customers. Throughout, the book uses revealing case studies that show how to energize customers in both consumer and business-to-business worlds, in both large and small firms.
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About the Author

Peter Boatwright, Co-Director of the Center for Product Strategy and Innovation, is Associate Professor of Marketing at Carnegie Mellon University's Tepper School of Business, with an appointment in Mechanical Engineering. Co-author of The Design of Things to Come. Jonathan Cagan is an expert in product development and innovation methods for early stage product development. He is the co-author of two books: "Creating Breakthrough Products" and The Design of Things to Come. Jon teaches new product development at Carnegie Mellon and in executive training sessions in small and large companies. He also co-directs the Masters in Product Development program at Carnegie Mellon, and he co-directs the Center for Product Strategy and Innovation. Donna Sturgess is the Global Head of Innovation for GlaxoSmithKline, a pharmaceutical company

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