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.  

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