CHAPTER 4The Paths to Emotion

The fundamental goal of all companies is (or should be) to provide greater value to customers. If companies successfully provide value to customers, they will also achieve all the typical business objectives, such as profitability, customer satisfaction, customer loyalty, and corporate growth.

The previous chapters described how much emotions are valued in terms of stock market performance, therefore it should be highly important to firms to provide customers with valued emotions. Yet because emotions are intangible, it may not be obvious how to build valued emotions into the product. In this and the next chapter we give company leadership two general pathways to provide emotions.

One pathway is better known, but ...

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