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The Design of Things to Come: How Ordinary People Create Extraordinary Products by Peter Boatwright, Jonathan Cagan, Craig M. Vogel

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5. Design for Desire—The New Product Prescription

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The average consumer is full of unmet and unconscious desires for a wide range of experiences. Connecting with consumers' emotions and desires will make one product more appealing than another. The right blend of emotion and basic needs drives purchasing decisions and maintains brand loyalty and integrity while fulfilling consumer fantasy. Developing a sense of delight and trust in products is at the core of pragmatic innovation for both lifestyle consumer products and more functional business products.

Rochester, NY. On June 20, 2003, at 9 p.m., Susan Vaughn took her daughter Stacy to the Barnes ...

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