Built to Love : Creating Products That Captivate Customers

Leading companies do more than produce things that work better. Their products and services make customers feel better. They create captivating products that energize the marketplace and set the standard for what customers want and expect. 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 tells you why and shows you how.

Peter Boatwright and Jonathan Cagan have worked with market-leading companies ranging from Fortune 100 corporations to niche firms in a variety of industries. They've found that for companies to form deep bonds with customers, emotions must be generated by a product itself