Jonathan Cagan

Peter Boatwright

Boatwright and Cagan show how a firm can create products that electrify the market with excitement, products that go beyond functional performance to provide emotional fulfillment. There is a hum in the marketplace about these products, because they are the topic of conversations, media discussions, and social media posts. This book reveals how to understand, design and deliver products that engage and excite their customers through emotions evoked by the product itself, not just through advertising slogans and campaigns.

Creating Products That Captivate Customers

Built to Love

Built to Love reveals how companies can create captivating products that energize the marketplace and set the standard for what customers want and expect. 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. 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 features that galvanize 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.

Jonathan M. Cagan

Craig M. Vogel

Creating Breakthrough Products describes the new forces driving product development that companies must master if they want to lead and innovate. It is a step-by-step guide to the new ideal in product development.

Jonathan Cagan

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