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Event Date: September 22, 2010
7:30 AM - 9:00

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Carnegie Mellon Alumni Breakfast with Dr. Boatwright and Dr. Cagan on Built to Love: Creating Products that Captivate Customers

Location: 2 Embarcadero Center, Suite 200, San Francisco

Sponsored by the Tepper School of Business San Francisco Alumni Chapter

Co-Sponsored By: CIT

Speaker: Dr. Peter Boatwright, Associate Professor of Marketing; Dr. Jonathan Cagan, George Tallman and Florence Barrett Ladd Professor of Engineering

Peter Boatwright and Jonathan CaganYou are invited to attend a special alumni breakfast in San Francisco with Carnegie Mellon professors, Dr. Peter Boatwright and Dr. Jon Cagan,  on September 22, 2010 from 7:30-9:00 a.m. at the offices of Macquarie Capital Advisors at 2 Embarcadero Center, Suite 200.  Drs. Boatwright and Cagan will be speaking on their newly-released book, Built to Love: 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, and in their new book Built to Love, Professors Peter Boatwright and Jonathan Cagan reveal why product emotions are critical to the long-term success of a product, whether business-to-business or consumer, and whether physical or software or service. Using a combination of industry-based research and laboratory experiments, Boatwright and Cagan describe how to create products that people love so much they can’t see themselves without them, and companies can't afford not to produce them. 

Peter Boatwright is Associate Professor of Marketing at Carnegie Mellon University’s Tepper School of Business, with an appointment in Mechanical Engineering. Jonathan Cagan is the George Tallman and Florence Barrett Ladd Professor in Mechanical Engineering with appointments in the School of Design and Computer Science at Carnegie Mellon University. For more information, including videos of the speakers, please visit

The event is organized by the Tepper School San Francisco Bay Area Alumni Chapter and the Office of Alumni Relations at CIT.  It is open to all Carnegie Mellon CIT and Tepper alumni and their guests. Alumni are asked to register online at:

A continental breakfast will be served. The registration charge will be $10.00 for those who register online with advance payment and $20.00 at the door. 

Copies of the new book will be available for purchase (cash or check only) and the authors are available to personally sign the copies.Attire is business casual.

Built To LoveOur sincere appreciation to our alumni host, Kalan Mac Ginley (MBA '02), Managing Director at Macquarie Capital Advisors, for providing the venue for us.

Directions: Offices of Macquarie Capital Advisors at 2 Embarcadero Center, Suite 200, San Francisco


Registration - Advance Payment Online: 10.00

Registration - On-Site (Cash or Check Only): 20.00