Reviews
"Emotions have been underresearched and underutilized in designing a product's identity and strategy. Boatwright and Cagan have brilliantly filled this gap with Built to Love ." --Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University "Boatwright and Cagan present an engaging and compelling argument why product emotions drive product success. Built to Love uncovers the science of product emotion, rigorously proving the value of emotion to customers and showing how any firm can design captivating products and services." --Daniel H. Pink, author of Drive and A Whole New Mind "If rationality dictated every consumer decision, there would be no Apple, Google, Porsche, or Ferrari. The business principle that the healthiest margins accrue from emotion is well established, and every business strives to achieve that holy grail combination of quality product and sense irresistibility that constitutes business success. Boatwright and Cagan clearly understand this phenomenon, and their book provides an excellent framework by which these elements can be made more predictable." --Dee Kapur, President, Truck Group, Navistar International Inc. " Built to Love profoundly displays that emotional benefits are to be considered and managed at the same level as financial profit, industrial processes, or communications...emotion makes money. The book structures the emotional attributes of products and brands into rational and logical tools, providing a practical and actionable management approach. Boatwright and Cagan have achieved a most difficult task by offering clarity to the challenges of creating emotion in products." --François Bancon, General Manager, Exploratory and Advance Planning Department, Product Strategy and Product Planning Division, Nissan Motor Co., Ltd., "Emotions have been underresearched and underutilized in designing a product's identity and strategy. Boatwright and Cagan have brilliantly filled this gap with Built to Love ." --Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University "Boatwright and Cagan present an engaging and compelling argument why product emotions drive product success. Built to Love uncovers the science of product emotion, rigorously proving the value of emotion to customers and showing how any firm can design captivating products and services." --Daniel H. Pink, author of Drive and A Whole New Mind "If rationality dictated every consumer decision, there would be no Apple, Google, Porsche, or Ferrari. The business principle that the healthiest margins accrue from emotion is well established, and every business strives to achieve that holy grail combination of quality product and sense irresistibility that constitutes business success. Boatwright and Cagan clearly understand this phenomenon, and their book provides an excellent framework by which these elements can be made more predictable." --Dee Kapur, President, Truck Group, Navistar International Inc. " Built to Love profoundly displays that emotional benefits are to be considered and managed at the same level as financial profit, industrial processes, or communications...emotion makes money. The book structures the emotional attributes of products and brands into rational and logical tools, providing a practical and actionable management approach. Boatwright and Cagan have achieved a most difficult task by offering clarity to the challenges of creating emotion in products." --Franois Bancon, General Manager, Exploratory and Advance Planning Department, Product Strategy and Product Planning Division, Nissan Motor Co., Ltd.
Synopsis
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., 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., 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.
