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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.
The book is engaging, well written and fun to read.
If you are simply interested in thinking a bit more about why you love certain products SO much and hate others SO much, you will enjoy this book.
"Built to Love" makes a very simple point: what drives people are emotions, hence products that generate the right emotions are more successful.
I can usually get enough out of a book to make it worth keeping; this book was a rare exception. Too many of the examples required that I get on the cool-aid wagon in order to be... Read morePublished on April 25, 2012 by Scott Steele
I ripped my copy up after reading the first chapter and sampling a few others. The prose were juvenile and the content pedestrian. Read morePublished on April 14, 2012 by ndib
I found this text very slim in size and very light on content. The basic proposition was very mom-and-apple pie; a mix of Positioning (Positioning: The Battle for Your Mind) and... Read morePublished on December 12, 2011 by The Real Bob
"Built to Love" makes a very simple point: what drives people are emotions, hence products that generate the right emotions are more successful. Read morePublished on September 26, 2011 by frakra
Life might seem pretty empty without your Apple iPhone, Starbucks latte or Harley-Davidson motorcycle. There are good reasons for that. Read morePublished on March 15, 2011 by Rolf Dobelli
A fascinating look at the products and services around us -- why do we love some things and not others? Read morePublished on February 18, 2011 by Kristie Wang
This is an awesome international flight companion, you can plow through it, it leaves a lasting impression, and it is tangentially related to work. Read morePublished on January 29, 2011 by Megan M. Stanton
As consumers we all inherently know that we are influenced by how we feel about products above improved function and features alone. Read morePublished on December 27, 2010 by Jessica
If you want to introduce measuring emotions into your product development process, I recommend this book. Read morePublished on November 23, 2010 by c