CHAPTER 6Product Emotion Strategy

If emotion provides a better return on investment (ROI), how do you create high-emotion products that will realize that ROI? In Chapters 1–5 we discussed the importance and power of product emotions. In Chapter 6 we turn to how to design a product emotion strategy for your firm or for one of your product lines, a strategy to consistently deliver a valued and differentiated set of emotions.

The goal is to create products that are different from the competition yet consistent within the current and future product family of your brand or company. A product emotion strategy allows company leadership to be proactive rather than reactive, to be forward looking, to decide how the company should evolve, and to specify ...

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