Built to Love Creating Products That Captivate Customers

by Boatwright, Peter; Cagan, Jonathan

• ISBN13: 9781605096988
• ISBN10: 1605096989
• Format: Hardcover
• Copyright: 2010-09-06
• Publisher: Berrett-Koehler Publishers

Summary

Built to Lovereveals 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 productrs"s success in the marketplace as well as a firmrs"s success in the stock market (even when the economy is down!). A practical how-to guide, the book next shows how to analyze customersrs" emotional needs and translate those needs into features that galvanize those 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.

Author Biography

\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 innovation, new product marketing, and marketing research methods, 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.

Table of Contents

Foreword	p. ix
Preface	p. xi
Introduction: Energizing the Marketplace	p. 1
Product Emotions	p. 9
Profitability of Emotions	p. 25
The High-Emotion Index: Stock Market Gains from Emotion	p. 33
The Paths to Emotion	p. 43
Supported Emotions: The Key to Today's Leading Products	p. 63
Product Emotion Strategy	p. 79
The Emotion of Form and Touchpoints to Create It	p. 99
Meeting Societal Needs: Positive Roles for Emotion	p. 123
Emotion's Role in Technology Products	p. 137
Taking Action: Transform Your Products and Brands to Captivate Customers	p. 147
Acknowledgments	p. 153
Notes	p. 155
Index	p. 159
About the Authors	p. 167
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