CD Method / Triggers / Permission Engines / The Occasion Creation
The Occasion Creation — Permission Engines trigger illustration
M2
PERMISSION ENGINES

THE OCCASION CREATION

MECHANISM

Create or identify a moment that justifies the purchase/behavior.

? THE QUESTION

"What occasion makes this not just acceptable but appropriate?"

▶ PROCESS

Work through these questions to generate ideas:

  1. What moment 'deserves' this product?
  2. What reason for celebration can we mint?
  3. What regular occurrence can we attach to?
  4. What ritual can we invent or claim?

★ EXAMPLES

Ideas in this space might look like:

  • De Beers inventing the 'right-hand ring' for self-purchase
  • Starbucks making Tuesday afternoon a 'treat yourself' moment
  • Beer brand declaring Wednesday 'pre-Friday'
  • Jewelry brand creating 'push present' as a category

⚡ HOW IT WORKS

Your Product
YOUR PRODUCT
+
THE QUESTION
"What occasion makes this not just acceptable but appropriate?"
=
Breakthrough Idea
BREAKTHROUGH IDEA

REAL WORLD EXAMPLES

23

"What occasion makes this not just acceptable but appropriate?"

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