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Built to Love by Jonathan Cagan, Peter Boatwright

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CHAPTER 1Product Emotions

We have all seen large “big-rig” trucks rambling down the interstate. Each of those 40,000-pound vehicles is a small business on wheels, driven by an employee or by the business owner himself. For trucks, as with other small businesses, business profits require efficiency. Fuel-cost increases have made profit margins slimmer than ever before, and weight restrictions (on the whole truck—cab and trailer) mean that every pound counts. Money is made delivering payload, so the weight in the cab is minimal, maximizing payload weight.

The truck is not only a business, but is also a home—a very small home, roughly the floor area of a two-person tent, a mini room in which the driver needs to sleep, eat, and change clothes, and ...

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