Webinars
Creating Products that Captivate Customers
Why do some companies create captivating products that energize the marketplace and set the standard for what customers want and expect, while other companies create products that fail to generate enthusiasm, or even just flop? In this talk based on his book, Built to Love, Peter Boatwright, Carnegie Mellon, discusses why product emotions are critical to the long-term success of a product, whether B2B, B2C, physical, software, or service. Using a combination of industry-based research and laboratory experiments, Peter describes how to create products that engage the marketplace, providing multiple applied insights that marketers can put into practice in their companies.