In this new book “The Passion Economy,” podcast Planet Money host Adam Davidson explains the shifting terrain of the business world.
"The passion economy combines the best of the nineteenth century with the best of the twentieth century to create something entirely new," said Davidson. There are fewer than half a million Amish in the world, and less than 10% of them are farmers, according to Pioneer. The company's target audience, then, is some 25,000 people spread, thinly, throughout the country, who don't use smartphones or websites.
When Pioneer realized that the market was small enough and difficult enough to discourage corporations from getting involved, the company discovered that it had a Goldilocks opportunity on its hands. The manufacturer decided to work with the Amish farmers to solve a problem that had been vexing the community for years: underground rocks, or "hard potatoes" as they call them, breaking their plows.
To avoid such a fate, companies must produce such a highly specialized product that it can't be replicated.
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