Built to Love: Creating Products That Captivate Customers

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

Leading companies do more than produce things that work better. Their products and services make customers feel better. They create captivating products that energize the marketplace and set the standard for what customers want and expect. 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 tells you why and shows you how.

Peter Boatwright and Jonathan Cagan have worked with market-leading companies ranging from Fortune 100 corporations to niche firms in a variety of industries. They ve found that for companies to form deep bonds with customers, emotions must be generated by a product itself trying to associate emotions with a product simply through advertising is unreliable, expensive, and ultimately ineffective. They marshal stock market data that proves the bottom-line benefit of high-emotion products, as well as data showing that people are willing to pay more for products with emotionally rich features.

After demonstrating that authentic product emotion really does pay off, Boatwright and Cagan move on to how how emotion can be broken down into its core building blocks, how it can then be used to develop new products and services, and how product touch points, in particular visual touch points, deliver those emotions. Emotion can be built into any product or service a point vividly illustrated through case studies from a variety of industries.

Emotion is fundamental to all that is human, including the products we enjoy. Built to Love offers a clear method and a set of tools to help you gain loyal, even fanatical customers by going beyond mere efficiency and speaking to people s deepest needs and wants.

Foreword by Donna Sturgess
Preface
Introduction: Energizing the Marketplace
Chapter 1: Product Emotions
Chapter 2: The Profitability of Emotions
Chapter 3: The High Emotion Index: Stock Market Gains From Emotion
Chapter 4: Pathways to Emotion
Chapter 5: Supported Emotions: The Key to Today's Leading Products
Chapter 6: Product Emotion Identity
Chapter 7: The Emotion of Form And Touchpoints to Create It
Chapter 8: Meeting Societal Needs: Positive Roles for Emotion
Chapter 9: Emotion's Role in Technology Products
Chapter 10: Taking Action: Transform Your Products and Brands to Captive Customers
Acknowledgments
Notes
Index
About the Authors