"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.
From the Back Cover
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 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.