More praise for Built to Love

“The most intensive and thorough discussion I have ever seen explaining the strategies that can bring the added value of emotional pull to a product or service platform. In the automobile industry, the process of leveraging emotion has been perfected by car design over decades, and Boatwright and Cagan have formalized and condensed the essence of this successful approach into the type of ‘guidebook’ other industries have been waiting for.”

—Chris Bangle, former Chief Designer, BMW and Partner and Managing Director, Chris Bangle Associates, SRL

“By providing not only functional but emotional value, good product design can build brand loyalty and increase profit margins. With its analytical approach and fresh case studies, Built to Love demonstrates how even the most utilitarian business-to-business products can appeal to buyers’ emotions–and offers practical tools any business can use to enhance product value. 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

“In good economic times and bad, businesses must seek ways to avoid the commoditization of their products and services. Peter Boatwright and Jonathan Cagan, through their analysis of supported and associated emotions, provide a road map by which we can identify and validate emotion-based opportunities and develop product and program solutions that will delight our customers now and in the future.”

—William Lambert, CEO, Mine Safety Appliances Company (MSA)

“As Peter Boatwright and Jonathan Cagan point out, ‘emotion is human and its reach is vast.’ Technologists tend to ignore the power of emotion in their designs and products, in part because they respect reason and distrust emotion, but also because engineering tools have not addressed the emotional side of design. Built to Love combines lessons from marketing, emotion theory, psychological measurement, and engineering design to provide tools for designers and engineers so that their products can properly engage the emotions. Now there can be no excuse for not acting.”

—Don Norman, Breed Professor of Design, Northwestern University, and author of Emotional Design