Peter Boatwright is an Associate Professor of Marketing at the Tepper School of Business at Carnegie Mellon University. He is co-author of The Design of Things to Come: How Ordinary People Create Extraordinary Products (co-authored with Jonathan Cagan and Craig M. Vogel) and Built to Love – Creating Products that Captivate Customers (co-authored with Jonathan Cagan), September 2010. Boatwright has an M. S.