Peter Boatwright & Jonathan Cagan: Built To Love: Creating Products That Captivate Customers

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Associate Professor of Marketing in the Tepper School of Business at Carnegie Mellon University, Peter Boatwright; and George Tellman and Florence Barrett Ladd Professor in Mechanical Engineering, Jonathan Cagan, and co-authors of the brilliant and groundbreaking book Built to Love: Creating Products That Captivate Customers describe how emotion is fundamental to being human, including the products we use and enjoy. As a result, leading companies do more than simply produce things that work better. They create captivating products that energize the marketplace, and set the standard for what customers want and expect from products. These products address the customer's emotional needs. The products are designed to be built to love from the start. The authors describe as well how emotion driven products boost the company bottom line. Through analysis of company stock performance, the authors demonstrate the value of emotional products and design. They show business people how to incorporate emotion into products that are built to love.

Peter Boatwright and Jonathan Cagan are my internet radio show guests on Blog Business Success; hosted live on BlogTalkRadio.

The show airs live on Thursday, February 3, at 8:00 pm Eastern Time; 5:00 pm Pacific Time.

Associate Professor of Marketing in the Tepper School of Business at Carnegie Mellon University, Peter Boatwright; and George Tellman and Florence Barrett Ladd Professor in Mechanical Engineering, Jonathan Cagan, and co-authors of the brilliant and groundbreaking book Built to Love: Creating Products That Captivate Customers describe how emotion is fundamental to being human, including the products we use and enjoy. You learn:

* The critical role emotions play in how people relate to products

* Why emotions must be incorporated into product design from the beginning

* How to integrate emotions into design and engineering processes

* Why building emotional values into products increases profitability

Peter Boatwright (photo left) is renowned for his expertise and teaching focus on innovation, new product marketing and brand strategy, and marketing research methods. Through research, Boatwright has both developed new statistical methods as well as additional theories of consumer behavior, spanning qualitative and quantitative methodologies, studying consumer response, product assortment, and early product research methods. Dr. Boatwright has an M.S. in Statistics from University of Wisconsin, and both his M.B.A and Ph.D are from University of Chicago�s Booth School of Business.Peter Boatwright�s scholarly articles appear in leading research journals in the fields of marketing, statistics, and management.

Jonathan Cagan (photo left) is an expert in product development and innovation methods for early stage product development, computational design, and cognitive mechanisms for innovation. Both his design methods and computer-based design research have been applied in a variety of industries. He co-founded and served as Chief Technologist of DesignAdvance Systems, Inc., a company focused on developing CAD software for the early synthesis processes. Jon Cagan has authored over 150 publications. He is the co-author of a third book (Creating Breakthrough Products: Innovation from Product Planning to Program Approval). He co-founded and co-directs the Masters in Product Development program at Carnegie Mellon. Jonathan Cagan has 5 issued and 2 pending patents, is a licensed Professional Engineer, and is a Fellow of the American Society of Mechanical Engineers. Cagan received his Ph.D. from the University of California at Berkeley after working for the Eastman Kodak Company. He has been on the faculty of Carnegie Mellon since 1990.

My book review of Built to Love: Creating Products That Captivate Customers by Peter Boatwright and Jonathan Cagan.

Listen live on Thursday at 8:00 pm Eastern, 5:00 pm Pacific time.

If you miss this very informative show, it will be available for free download as a podcast for iPod, iTunes, and MP3 players; or play it right on your computer. To download this, or any other of my guest interviews, go to the Blog Business Success host page and click on Archived Segments. Once there, click on the podcast icon at the end of the episode description, to download the show free of charge for your listening enjoyment. You can also subscribe to the show feed.

To call in questions for my guest, the number is: (347) 996-5832

Let's talk with Associate Professor of Marketing in the Tepper School of Business at Carnegie Mellon University, Peter Boatwright; and George Tellman and Florence Barrett Ladd Professor in Mechanical Engineering, Jonathan Cagan, and co-authors of the brilliant and groundbreaking book Built to Love: Creating Products That Captivate Customers as they describe how emotion is fundamental to being human, including the products we use and enjoy. As a result, leading companies do more than simply produce things that work better. They create captivating products that energize the marketplace, and set the standard for what customers want and expect from products. These products address the customer's emotional needs. The products are designed to be built to love from the start. The authors describe as well how emotion driven products boost the company bottom line. Through analysis of company stock performance, the authors demonstrate the value of emotional products and design. They show business people how to incorporate emotion into products that are built to love on Blog Business Success Radio.