Jonathan Cagan is the George Tallman and Florence Barrett Ladd Professor in the Department of Mechanical Engineering, Carnegie Mellon University.
Peter Boatwright and Jonathan Cagan are the co-founders of Carnegie Strategies LLC, and the co-authors of the new book Built to Love – Creating Products that Captivate Customers (Berrett-Koehler; www.BuiltToLove.com). This article is based on some of the ideas in their book.