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Peter Boatwright is Associate Professor of Marketing, with an appointment in Mechanical Engineering, at Carnegie Mellon University's Tepper School of Business. Jonathan Cagan is the George Tallman and Florence Barrett Ladd Professor in Mechanical Engineering, with appointments in the School of Design and Computer Science, at Carnegie Mellon University.
"Emotions have been underresearched and underutilized in designing a product's identity and strategy. Boatwright and Cagan have brilliantly filled this gap with Built to Love." --Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University "Boatwright and Cagan present an engaging and compelling argument why product emotions drive product success. Built to Love uncovers the science of product emotion, rigorously proving the value of emotion to customers and showing how any firm can design captivating products and services." --Daniel H. Pink, author of Drive and A Whole New Mind "If rationality dictated every consumer decision, there would be no Apple, Google, Porsche, or Ferrari. The business principle that the healthiest margins accrue from emotion is well established, and every business strives to achieve that holy grail combination of quality product and sense irresistibility that constitutes business success. Boatwright and Cagan clearly understand this phenomenon, and their book provides an excellent framework by which these elements can be made more predictable." --Dee Kapur, President, Truck Group, Navistar International Inc. "Built to Love profoundly displays that emotional benefits are to be considered and managed at the same level as financial profit, industrial processes, or communications...emotion makes money. The book structures the emotional attributes of products and brands into rational and logical tools, providing a practical and actionable management approach. Boatwright and Cagan have achieved a most difficult task by offering clarity to the challenges of creating emotion in products." --Fran ois Bancon, General Manager, Exploratory and Advance Planning Department, Product Strategy and Product Planning Division, Nissan Motor Co., Ltd.