Built to Love: Creating Products That Captivate Customers
| Author | : | |
| Rating | : | 4.22 (631 Votes) |
| Asin | : | 1605096989 |
| Format Type | : | paperback |
| Number of Pages | : | 216 Pages |
| Publish Date | : | 2014-08-22 |
| Language | : | English |
DESCRIPTION:
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. 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.. 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 inten
Jeff C. said A concise, high value guide to product development. 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.. Dave Graham said Great read. "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 B"Great read" according to Dave Graham. "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. B & 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. Joshua P. OConner said Design extended beyond functionality.. "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
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
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. Built to Love reveals how companies can create captivating products that energize the marketplace and set the standard for what customers want and expect. 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 fe