The 3 Signs of Product Love
April 28, 2017

The 3 Signs of Product Love

by Brian de Haaff

Do you believe in love at first sight? Some people quickly answer this question with “yes.” But ask if they can pinpoint the very moment their affections blossomed and you usually get a vague reply. Something like, “We met in college at a mutual friend’s party.” That is because most love grows over time — there is no one magical moment.

Product and company builders know this to be true. There may be an initial feeling of infatuation for customers with a new product. But it takes work and dedication by product managers and their teams to nurture that customer love each day, building on that initial excitement.

As I explain in my new book Lovability — which I am humbled to share is a #1 bestseller on Amazon customer love is something that you can focus on growing and can even be measured. But you need to know the early signs to look for.

Here is an exclusive excerpt from the book, revealing how lovability reveals itself to those who are looking to create and nurture it.

—The following is an excerpt from Lovability.—

The Three Signs of Lovability When properly joined, the building blocks are the pillars of lovable products. However, when you are immersed in the daily demands of running a department or company, it can be hard to see whether you are stacking the blocks to create lovability or building a Jenga tower sure to collapse. Fortunately, just like romantic love, lovability has its telltale signs.

The first sign that you have achieved lovability is Hugs Customers express feelings of affection for your product and want to get closer to it, your employees, and your company. Signs of Hugs include customers insisting that you “get” them and what they care about, customers spending political capital to recommend your products over an entrenched competitor, and customers wanting you, your team, and your company to succeed. You also see customers applying to join your team because they believe in the product and your purpose.

The second sign is Love Notes Customers will send your company expressions of their delight with your people, products, and CPE. These can be via email, social media, review websites, instant messages, voice mail — virtually any means of saying, “Thanks for everything you do. I love you guys.”

The third sign is Megaphones Customers who love your CPE will tell friends and colleagues how wonderful you are, becoming your most powerful and effective marketers and advertisements. If they are business customers, they are also more likely to adopt your solution again if they change companies, which is the ultimate expression of loyalty.

You receive Hugs when customers try to get physically close to your company and people. Love Notes can be anything from emails to tweets expressing customer affection, enthusiasm, and loyalty. And when they start using Megaphones — word of mouth, online reviews, referrals — lasting growth and sustainable happiness follows.


Have you ever asked your customers how much they love you? In my new book, you can find a “Customer Lovability” survey — designed to reveal opinions about your complete product experience, which includes the core offering and all of the services and customer touch points that surround it.

Get your copy of Lovability now!

How do you show your love for exceptional products?

Brian de Haaff

Brian de Haaff

Brian seeks business and wilderness adventure. He is the co-founder and CEO of Aha! — the world’s #1 product development software — and the author of the bestseller Lovability and The Startup Adventure newsletter. Brian writes and speaks about product and company growth and the journey of pursuing a meaningful life.

Follow Aha!

Follow Brian

Related articles

The Best Cover Letters That CEOs Love to Read
April 13, 2017
The Best Cover Letters That CEOs Love to Read

A well-crafted cover letter is a great way to get noticed. Find out what to include in your cover letter to catch the attention of a CEO.

New Marketing Managers — Do These 8 Things in the First 30 Days
January 28, 2019
New Marketing Managers — Do These 8 Things in the First 30 Days

Are you a new marketing manager? Check out these suggestions from eight marketing experts on how to show your true value in your first 30 days.