Marketers are always on the lookout for pain points and problems they can solve.
The problem is that solving problems only yields incremental growth. It limits your ideas to making "less squeaky buggy wheels" rather than a car.
Fueling consumers' passions trumps solving what are minor inconveniences or irritations. Understanding their ideal experience, their goals, their ambitions is a great way to tap into what motivates them.
People move towards hope.
What's the hope that your brand offers?
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