Built to Love: Creating Products That Captivate Customers

Built to Love: Creating Products That Captivate Customers

3.5 2
by Peter Boatwright, Jonathan Cagan
     
 

View All Available Formats & Editions

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… See more details below

Overview

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.

Read More

Product Details

ISBN-13:
9781605097008
Publisher:
Berrett-Koehler Publishers, Inc.
Publication date:
09/13/2010
Series:
0
Sold by:
Barnes & Noble
Format:
NOOK Book
Pages:
216
Sales rank:
872,459
File size:
5 MB

Customer Reviews

Average Review:

Write a Review

and post it to your social network

     

Most Helpful Customer Reviews

See all customer reviews >