Passion Point Marketing provides a new look at opportunities

Remember Copernicus?  He was the visionary who declared that the sun didn't revolve around the earth.  In fact, it's the other way around.


In the same way, innovation opportunities appear when we look at the marketplace through the consumer's perspective rather than from the manufacturer/marketer perspective.


Looking AT consumers (rather than seeing the world through their eyes) falls short.  This perspective, all too often grounded in assessing pain points, only reveals opportunities for incremental growth.


Seeing the world with the consumer at the center, rather than the brand, illuminates consumers' dreams, intentions and passions.


The game-changing opportunities come from three places:

1. Fueling consumers' passions.  Pampers Village does an awesome job of sharing a passion for raising happy, healthy babies with their consumer audience.  This kind of perspective creates the possibility for creating a platform for sharing this passion, not just creating content that runs on somebody else's platform.
2. Filling the gap between reality and the ideal.  The ideal is a concept like the horizon.  You never actually reach it.  Once you get close, something changes.  Closing the gap, however, is a powerful platform for step-change innovation.
3. Resolving dreams that conflict with each other.  For example, wanting to create wealth and being home most of the time.  Or wanting kids to like their lunch (so they'll eat it) and getting in some of the nutrition they need.  Or even wanting to lose weight and eat chocolate.

Align your ideas with your consumers' passions and their passions will fuel your growth.