Built to Love by Cagan Jonathan

Author:Cagan, Jonathan...
Language: eng
Format: epub
Published: 2014-05-21T23:27:32.840000+00:00

CHAPTER 6

Product 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 and guide what the company should be known for in terms of its products.

Rather than introduce a new product development process, our approach is to inform companies how to adapt current processes to address design that is driven by emotions. In the Introduction of Built to Love we introduced our Model of Creating Products that Captivate Customers. The model is shown again in Figure 6.1.

The model has three steps:

1. Determine appropriate emotions for the product’s customers. In this step, you determine which emotions resonate with the customer and the company. The customer must want the product and the emotions it arouses, and the strategy must fit the goals of the company. The aim is to create a product emotion strategy from which one or more products can be designed. In this chapter we introduce the eMap as a means to identify appropriate emotions and to understand their respective level of importance for the strategy. In using the eMap to uncover appropriate emotions, we remind you again that your product may be physical, software, a service, or a brand; your product may also represent a set or family of products, rather than an individual product.

FIGURE 6.1 Model of Creating Products that Captivate Customers.

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