2010
Offers data-driven proof that products and services appealing to customers emotional needs outsell the competition
Provides a clear method and set of tools to enable companies to develop high emotion products and services
Includes case examples from a wide variety of industries
Emotion is the single greatest lever in building enduring relationships with customersits what makes them not just purchase a product or service, but get excited about it. Leading companies do more than produce things that work better. They address their customers emotional needsthey make them feel better. But this isnt something you can add on after the fact. Your products and services must be built to love from the very start. This book shows you how.
Peter Boatwright and Jonathan Cagan have worked on product and brand strategy with market leaders like Apple, Whirlpool, International Truck, PG&E, and many others. Theyve found that to really connect with customers emotions must be generated by the product itself, not simply tacked on through advertising. And they prove the bottom-line value of product-driven emotion by analyzing the stock performance of companies that sell high-emotion products and through data that show people are willing to pay more for products with emotionally-rich features.
After showing that authentic product emotion really does pay off, they move on to howhow emotion can be broken down into its core building blocks, how it is then used to develop new products and services, and how product touchpoints in particular visual touchpoints deliver those emotions. Engaging case studies from a variety of industries will help you understand how to integrate emotion into your products and services, regardless of the nature of your business.
Emotion is fundamental to all that is human, including the products we enjoy. Built to Love will help you gain loyal, even fanatical customers by going beyond mere efficiency and speaking to their deepest needs and wants.
2010
A new approach, proven in the field, for making progress on our most important and difficult collective challenges
Based on Kahanes first-hand experiences working with teams of business, government and civil society leaders around the world
Profound, personal and practical
The two main ways that people try to solve their toughest group, community and societal problems are fundamentally flawed. They either push for what they want at all costsin its most extreme form this means waror try to completely avoid conflict, sweeping problems under the rug in the name of a superficial peace. But there is a better way: combining these two seemingly contradictory approaches.
Adam Kahane argues that each is a reflection of two distinct, fundamental drives: power, the single-minded desire to achieve ones solitary purpose; and love, the drive towards unity. They are inextricable parts of human nature, so to achieve lasting change you have to able to work fluidly with both. In fact, each needs the other. As Martin Luther King put it, Power without love is reckless and abusive, and love without power is sentimental and anemic.
Kahane delves deeply in the dual nature of power and love, exploring their complex and intricate interplay. With disarming honesty he relates how, through trial and error, he learned to balance between them, shifting from one to the other as though learning to walkat first falling, then stumbling forward, and finally moving purposefully toward true, lasting reconciliation and progress.
For the last twenty years Kahane has worked around the world on a variety of challenges: economic development, food security, health care, judicial reform, peace making, climate change. He has worked with diverse teams of leadersexecutives and politicians, generals and guerillas, civil servants and trade unionists, community activists and United Nations officials, clergy and artists. He has seen, up close and personal, examples of inspiring progress and terrifying regress. Power and Love reports what he has learned from these hard-won experiences.