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Quality Insider

Book: Sowing the Seeds of Love in Built to Love

The science of product emotion reveals how to develop products customers crave

Published: Thursday, October 21, 2010 - 14:55

Emotion is the single greatest lever in building enduring relationships with customers—it’s what makes them not just purchase a product or service, but get excited about it. Leading companies do more than produce things that work better. They address their customers’ emotional needs—they make them feel better. But this isn’t something you can add on after the fact. Your products and services must be built to love from the very start. This book shows you how.

In their new book, Built to Love: Creating Products that Captivate Customers (Berrett-Koehler Publishers, 2010), authors Peter Boatwright and Jonathan Cagan give you the tools for your own research so that you can produce products which elicit emotions that customers want to feel again—and can feel again—through the features of your product.  

Boatwright and Cagan have worked on product and brand strategy with market leaders like Apple, Whirlpool, International Truck, PG&E, and many others. They’ve found that to really connect with customers, emotions must be generated by the product itself, not simply tacked on through advertising. And they prove the bottom-line value of product-driven emotion by analyzing the stock performance of companies that sell high-emotion products and through data that show people are willing to pay more for products with emotionally-rich features.

After showing that authentic product emotion really does pay off, they move on to how—how emotion can be broken down into its core building blocks, how it is then used to develop new products and services, and how product touch points—and in particular, visual touch points—deliver those emotions. Engaging case studies from a variety of industries will help you understand how to integrate emotion into your products and services, regardless of the nature of your business.

Emotion is fundamental to all that is human, including the products we enjoy. Built to Love will help you gain loyal, even fanatical customers by going beyond mere efficiency and speaking to their deepest needs and wants.

Built to Love is available in hardcover or as an e-book at www.bkconnection.com.


About The Author

Berrett-Koehler’s picture


Berrett-Koehler Publishers Inc. is an independent publisher dedicated to an ambitious mission: creating a world that works for all. Berrett-Koehler believes that to truly create a better world, action is needed at all levels—individual, organizational, and societal. At the individual level, its books help people align their lives with their values and with their aspirations for a better world. At the organizational level, its books promote progressive leadership and management practices, socially responsible approaches to business, and humane and effective organizations. At the societal level, its books advance social and economic justice, shared prosperity, sustainability, and new solutions to national and global issues.


Sewing the Seeds of Love

Intriguing catch phrase. Are the authors stitching seeds together (sew) or planting them (sow). I couldn't tell.