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Built to Love
Book

Built to Love

Creating Products that Captivate Customers

Berrett-Koehler, 2010 подробнее...


Editorial Rating

7

Qualities

  • Eye Opening
  • Well Structured
  • Concrete Examples

Recommendation

Life might seem pretty empty without your Apple iPhone, Starbucks latte or Harley-Davidson motorcycle. There are good reasons for that. These iconic brands understand the value of emotions and design emotional connections into every aspect of their products, including delivery, packaging, website and design. Professors Peter Boatwright and Jonathan Cagan outline the link between positive consumer emotions and product profitability. They clarify the challenges of synthesizing emotion into products, and they present the “Product Emotion Strategy” to help businesses achieve this goal. They support their theories with dozens of case-in-point examples, including McDonald’s fast-food restaurants, Blue Hose plumbing supplies and LoneStar trucks. getAbstract warmly recommends this book to executives, product designers and managers, engineers, and marketers.

Take-Aways

  • Products that are “built to love” purposefully connect emotionally with consumers.
  • Positive feelings about products produces repeat business and enhanced brand image.
  • Product features – such as design, usability, color, and so forth – elicit emotion.

About the Authors

Peter Boatwright and Jonathan Cagan are principals at Carnegie Strategies LLC, an innovation and product strategy consultancy. They wrote The Design of Things to Come with Craig M. Vogel, with whom Cagan co-wrote Creating Breakthrough Products.


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