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Built to Love: Creating Products That Captivate Customers Hardcover – September 5, 2010

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Editorial Reviews


"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

"Emotions have been under-researched 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 at the Northwestern University Kellogg Graduate School of Management

"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.

"By providing not only functional but emotional value, good product design can build brand loyalty and increase profit margins. With its analytical approach and fresh case studies, Built to Love demonstrates how even the most utilitarian business-to-business products appeal to buyers' emotions--and offers practical tools any business can use to enhance product value. It's must-reading for anyone interested in understanding why today's aesthetic imperative reaches well beyond traditional fashion businesses." --Virginia Postrel, Author of The Substance of Style: How the Rise of Aesthetic Value Is Remaking Commerce, Culture, and Consciousness

"The most intensive and thorough discussion I have ever seen explaining the strategies that can bring the added value of emotional pull to a product or service platform. In the automobile industry the process of leveraging emotion has been perfected by car design over decades, and Boatwright and Cagan have formalized and condensed the essence of this successful approach into the type of 'guidebook' other industries have been waiting for." -- Chris Bangle, Former Chief Designer, BMW, Partner and Managing Director, Chris Bangle Associates S.R.L.

"In good economic times and bad, businesses must seek ways to avoid the commoditization of their products and services. Peter Boatwright and Jonathan Cagan, through their analysis of supported and associated emotions, provide a roadmap by which we can identify and validate emotion-based opportunities and develop product and program solutions that will delight our customers now and in the future." --William Lambert, CEO, Mine Safety Appliances Company (MSA)

"As Peter Boatwright and Jonathan Cagan point out, 'emotion is human and its reach is vast.' Technologists tend to ignore the power of emotion in their designs and products, in part because they respect reason and distrust emotion, but also because engineering tools have not addressed the emotional side of design. Built to Love combines lessons from marketing, emotion theory, psychological measurement, and engineering design to provide tools for designers and engineers so that their products can properly engage the emotions. Now there can be no excuse for not acting." -- Don Norman, Breed Professor of Design, Northwestern University, and author of Emotional Design

"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." -- Francois Bancon, General Manager, Exploratory and Advanced Planning Department, Product Strategy and Product Planning Division, Nissan Motor Co., Ltd.

About the Author

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.




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Product Details

  • Hardcover: 216 pages
  • Publisher: Berrett-Koehler Publishers; 1 edition (September 5, 2010)
  • Language: English
  • ISBN-10: 1605096989
  • ISBN-13: 978-1605096988
  • Product Dimensions: 6.2 x 0.7 x 9.6 inches
  • Shipping Weight: 15.2 ounces (View shipping rates and policies)
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (16 customer reviews)
  • Amazon Best Sellers Rank: #1,089,989 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

6 of 6 people found the following review helpful By Jeff C. on September 26, 2010
Format: Hardcover Verified Purchase
I have long understood the importance of putting customer desire up front when developing new products. "Built to Love" has given me several new tools to help capture and ponder what our customers might respond to. More importantly, the book has given us a better way to TALK about how our designs will be experienced by the user and what we might change to heighten that experience. Excellent examples from across a wide range of products give the reader a way to personalize the material.

"Built to Love" is that rare business book that offers insights and techniques that can be applied immediately.
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5 of 5 people found the following review helpful By Dave Graham on September 7, 2010
Format: Hardcover
"Built to Love" takes the reader on an analytical trip into product emotions, highlighting the profitable implications of those product emotions in the marketplace, and then providing a systematic approach to infusing emotions into the product development process. (I should also state that the lessons in "Built to Love" equally applies to B2B & service oriented firms, not just consumer oriented product companies.)

Filled with dozens of real-world examples, "Built to Love" is a fascinating look at how-to-win in today's competitive marketplace.

Want more market share? Higher margins? Get the book...
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4 of 4 people found the following review helpful By Joshua P. OConner VINE VOICE on October 24, 2010
Format: Hardcover
"We believe that the product itself must be designed from the start to evoke emotions that resonate deeply with the customer, resulting in passion in the marketplace and customer commitment to the company."

From the opening pages of Built to Love, authors Peter Boatwright and Jonathan Cagan clarify the dynamics of product design and the consumer relationship. Consumers don't develop an attachment solely because of a product's utility or functionality; instead, consumers form an emotional infatuation with products because of a complex mixture of needs and desires that the product is capable of satisfying. Built to Love captures the relationships that we form with our purchases (or potential purchases) and provides a set of easily implementable guidelines that can be used in the design phase of virtually any product to create a product that truly captivates consumers.

Part business book, part primer on design concepts Built to Love explains the authors' concepts of emotionally oriented design through a series of vignettes woven throughout the text revolving around companies that have demonstrated their ability to produce products that consumers bond with. The authors are amazingly articulate in relaying their ideas at a level that is attainable to people outside of the design field while still managing to capture the attention of those who are. The ideas flow from the pages and allow a design-oriented reader an opportunity to build a device catered to the human experience with a process that begins before the first designs ever leave the drawing board.

Built to Love explores the range of emotions that we experience during our interactions with the variety of devices and wares that we come into contact with.
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4 of 4 people found the following review helpful By Erika Wetzel on September 3, 2010
Format: Hardcover
Built to Love is packed with information that can help companies incorporate emotion into their products from the very start, while products and services are being conceived and designed. I find the lessons and tools useful, ones that I will be able to apply to how I design products every day. The authors do a great job of contrasting how products are typically designed now versus how a product should be designed if it is to deeply connect with its customers. Also, because many people always think about the emotions for selling products, it is refreshing to read a book that shows how powerful it can be when products directly communicate the emotions as benefits to those who own or use the products.

As a product development engineer, I particularly like the studies of emotions based on product features or their analysis of stock market performance of high emotion companies to prove to the skeptic the real economic value of emotion in products. I plan to use this at my next project review to help ensure we are investing in the right features!

The book is engaging, well written and fun to read. The wide variety of case studies makes me realize that emotion is critical in any and every product that people interact with. I am recommending this book to everybody on my team!
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2 of 2 people found the following review helpful By J. Gobell on October 26, 2010
Format: Hardcover
I'm not a non-fiction reader, and reading this book was a pleasure. Not only was it a pleasure, it was helpful, insightful, and informative.

If you are involved in the world of product development, you will enjoy this book. 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. If you like to hear examples of product successes and how they've captured the consumer, you will enjoy this book.

This book helped break down how products can be built to create what feels like magic--total customer emotional engagement.

I will add more detail to this review at a later date...I just wanted to say that EVEN a person who can't finish a non-fiction book to save her life finished this book.

...hey...does that mean this book is lifesaving? :)
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