Built to Love: Creating Products That Captivate Customers [NOOK Book]


Offers data-driven proof that products and services appealing to customer’s emotional needs outsell the competition
Provides a clear method and set of tools to enable companies to develop high emotion products and services
Includes case examples from a wide variety of industries

Emotion is the single greatest lever in building enduring relationships with customers—it’s what ...
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Built to Love: Creating Products That Captivate Customers

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Offers data-driven proof that products and services appealing to customer’s emotional needs outsell the competition
Provides a clear method and set of tools to enable companies to develop high emotion products and services
Includes case examples from a wide variety of industries

Emotion is the single greatest lever in building enduring relationships with customers—it’s what makes them not just purchase a product or service, but get excited about it. Leading companies do more than produce things that work better. They address their customers’ emotional needs—they make them feel better. But this isn’t something you can add on after the fact. Your products and services must be built to love from the very start. This book shows you how.
Peter Boatwright and Jonathan Cagan have worked on product and brand strategy with market leaders like Apple, Whirlpool, International Truck, PG&E, and many others. They’ve found that to really connect with customers emotions must be generated by the product itself, not simply tacked on through advertising. And they prove the bottom-line value of product-driven emotion by analyzing the stock performance of companies that sell high-emotion products and through data that show people are willing to pay more for products with emotionally-rich features.
After showing that authentic product emotion really does pay off, they move on to how—how emotion can be broken down into its core building blocks, how it is then used to develop new products and services, and how product touchpoints —in particular visual touchpoints — deliver those emotions. Engaging case studies from a variety of industries will help you understand how to integrate emotion into your products and services, regardless of the nature of your business.
Emotion is fundamental to all that is human, including the products we enjoy. Built to Love will help you gain loyal, even fanatical customers by going beyond mere efficiency and speaking to their deepest needs and wants.
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Product Details

  • ISBN-13: 9781605097008
  • Publisher: Berrett-Koehler Publishers, Inc.
  • Publication date: 9/13/2010
  • Series: 0
  • Sold by: Barnes & Noble
  • Format: eBook
  • Edition number: 1
  • Pages: 216
  • File size: 5 MB

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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Sort by: Showing 1 Customer Reviews
  • Posted March 15, 2011

    more from this reviewer

    Products that evoke passion

    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.

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