CHAPTER 10Taking Action: Transform Your Products and Brands to Captivate Customers

Emotion must be embraced in the most in-touch consumer company as well as the most mundane B-to-B company, for emotion is human and its reach is vast. The examples in the past two chapters examine the extremes, ranging from societal issues capturing a deep emotional belief to raw technology that, on first thought, would be far removed from emotion.

Whether the product is a technology, a program to address a social issue, or anything else designed to be purchased by and used by humans, there is an emotion-based business opportunity to be discovered. From customer to employee, from social service to emerging technology, customers and other users have core desires ...

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