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Built to Love

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


"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." --Francois Bancon, General Manager, Exploratory and Advance Planning Department, Product Strategy and Product Planning Division, Nissan Motor Co., Ltd.

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