Built to Love: Creating Products That Captivate Customers
2011; Taylor & Francis; Volume: 54; Issue: 5 Linguagem: Inglês
ISSN
1930-0166
Autores Tópico(s)Business Strategies and Innovation
ResumoBuilt to Love: Creating that Captivate Customers Peter Boatwright and Jonathan Cagan (San Francisco, CA: Berrett-Koehler Publishers, 2010) In Built to Love , Peter Boatwright and Jonathan Cagan make a compelling case for the importance of emotion in purchasing decisions. authors go further, however, and will convince you that the infl uence of emotion extends beyond the purchase, to the long-term success of the product. The difference between an ordinary product and a captivating product is emotion, according to the authors. that evoke emotion in consumers are the products that energize the marketplace and set consumer expectations for the user experience. These are the products that people love to use and love to talk about. Emotions such as confi dence, safety, joy, pride and others are often evoked by products, whether physical or otherwise. Boatwright and Cagan suggest that there are two paths to evoking consumer emotion. Supported emotions arise from the customer experience of the product, while associated emotion is suggested by advertising. Associated emotions are superfi cial at best and can be manipulated; to be effective, they must be repeatedly experienced by the potential consumer. This requires sustained investment in an extensive campaign to have any effect. Coke, for example, has long used advertising to associate its brand with happiness, and it has created a powerful brand with powerful, sustained associations. But the effort has taken decades and millions in advertising expenditures. Boatwright and Cagan don't argue that associated emotions aren't valuable; rather, they assert that supported emotions are more powerful. Products that deliver supported emotions directly do the work of advertising without the cost of adverting. Further, they argue, companies that produce products that support emotion outperform their competitors fi nancially. authors support their argument with a wide range of examples. Not surprisingly, Apple and its line of wildly successful products is among these examples. But the most interesting parts of this book are the less obvious examples, which really convince the reader that there is something here worth reading-and worth understanding. examples include both large and small companies, established fi rms and startups, and offer some surprising products. For instance, in 2008, Navistar International Truck, long known for their basic workhorse long-haul trucks, introduced the LoneStar. LoneStar was aimed at the needs of the professional driver who longs for family and friends, needs a place to unwind, wants a good night's sleep and requires a simple, convenient meal. cabin of this paradigm-shifting truck is designed more like the cabin of a private jet than like previous Navistar trucks. In essence, Navistar built a truck to love, a fuel-effi cient model that had the added benefi t of being truly compelling to drivers. emotional aspects of the truck-the way that it meets the driver's personal needs-has made this truck very popular, and its success has gone on to infl uence the entire Navistar line. Other compelling examples include KitchenAid's Pro Line products, Harley Davidson motorcycles, BMW cars, DeWalt tools, Starbucks, RedZone Robotics, and DesignAdvance Systems, to name a few. Taken together, this collection of examples outlines a versatile and powerful method that, when rigorously applied, can lead to signifi cant insights-and more successful products. …
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