ENDORSEMENTS

"Boatwright and Cagan present an engaging and compelling argument why product emotions drive product success. Built to Love uncovers the science of product emotion, rigorously proving the value of emotion to cusomters and showing how any firm can design captivating products and services."

-- Daniel H. Pink, author of Drive and A Whole New Mind

"Emotions have been under-researched and underutilized in designing a product's identityg and strategy. Boatwright and Cagan have brilliantly filled this gap with Built to Love."

-- Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing at the Northwestern University Kellogg Graduate School of Management

"If rationality dictated every consumer decision there would be no Apple, Google, Porsche, or Ferrari. The business principle that the healthiest margins accrue from emotion is well established, and every business strives to achieve that holy grail combination of quality product and sense irresistibility that constitutes business success. Boatwright and Cagan clearly understand this phenomenon, and their book provides an excellent framework by which these elements can be made more predictable."

-- Dee Kapur, President, Truck Group, Navistar International Inc.