Preface

This is a book about emotion. Built to Love celebrates the value that customers get from using products that make them feel great, so great that they begin telling everyone about those products. When designing new products, companies often work really hard to make new products work better than existing ones, missing the opportunity to provide products that make customers feel better. For those companies that do address customer emotions, most do not address emotions through the product itself. Rather, they set their hopes on marketing campaigns, seeking to generate excitement about the product regardless of whether the product will deliver on the promise. This book reveals a different approach, one that provides products that authentically ...

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