Seven Soft Spots (a)

logo_seven_soft_spotsLooking into the hearts and minds of consumers and understanding what’s happening there and why. This is the key challenge of marketing, and it’s what enables us to predict consumer behavior.

The book Grey Ocean Strategy discusses the changes in emotion and cognition that occur due to aging, and which lead to the Seven Soft Spots of Aging. To identify these Soft Spots, we have to know the customer’s life story. We have to understand the fall and winter seasons of life and how life in these stages differs from the lives of younger people, living in the spring and summer seasons.

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