Technology enables us to make our lives better. It is what defines the next generation of products; ones that thoughtfully combine physical products with a digital connection. When making this transformation, the primary focus of R&D is usually to develop the functional or performance aspects of a product with new technology features. However, it is equally important to consider how brands can design signature emotional connections with the people they’re creating for. Without that combination, it will be a short time before your product is matched on performance by competitors. You’ll soon find yourself on a slippery slope to commoditization.