Built to Love: Creating Products That Captivate Customers by Peter Boatwright, Jonathan Cagan |, Hardcover | Barnes & Noble
Built to Love: Creating Products That Captivate Customers

Built to Love: Creating Products That Captivate Customers

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by Peter Boatwright, Jonathan Cagan
     
 

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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

Overview

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.

Product Details

ISBN-13:
9781605096988
Publisher:
Berrett-Koehler Publishers, Inc.
Publication date:
09/05/2010
Pages:
216
Product dimensions:
6.30(w) x 9.30(h) x 0.90(d)

Meet the Author

Peter Boatwright is Associate Professor of Marketing at Carnegie Mellon University’s Tepper School of Business, with an appointment in Mechanical Engineering. His expertise and teaching focuses on new product marketing, marketing research methods, and innovation, which is the topic of his previous book, The Design of Things to Come.   Boatwright has both developed new statistical methods as well as additional theories of consumer behavior, spanning qualitative and quantitative methodologies. He actively consults on product and brand strategy to a diverse range of companies in fields of electronics and telephony, packaged goods, software, business-to-business durables, materials, and medical devices.

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. Cagan is an expert in product development and innovation methods for early stage product development. Both his design methods and computer-based design research have been adopted into a variety of industries. He is the co-author of two previous books: Creating Breakthrough Products, and The Design of Things to Come. Cagan 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.  He is a Fellow of ASME.

The Foreword is written by Donna Sturgess, formerly the Global Head of Innovation for GlaxoSmithKline.

 

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Built to Love: Creating Products That Captivate Customers 3.5 out of 5 based on 0 ratings. 2 reviews.
PXSPhD More than 1 year ago
While many of the examples are of well known brands, the core analysis of the stock market performance of the companies that market products that have inherent emotional appeal was very interesting. Solid documentation.
RolfDobelli More than 1 year ago
Life might seem pretty empty without your Apple iPhone, Starbucks latte or Harley-Davidson motorcycle. There are good reasons for that. These iconic brands understand the value of emotions and design emotional connections into every aspect of their products, including delivery, packaging, website and design. Professors Peter Boatwright and Jonathan Cagan outline the link between positive consumer emotions and product profitability. They clarify the challenges of synthesizing emotion into products, and they present the "Product Emotion Strategy" to help businesses achieve this goal. They support their theories with dozens of case-in-point examples, including McDonald's fast-food restaurants, Blue Hose plumbing supplies and LoneStar trucks. getAbstract warmly recommends this book to executives, product designers and managers, engineers, and marketers.