“The reason why so many businesses fail is because they fall in love with their products, not their customers”
-Theodore Levitt, 1960
Ever come across a product that seems super well-designed, packed with all the latest features, and everything’s all wrapped up in one app? But then, when it hits the market… crickets. Just silence. Like your heart after a “we need to talk” text. 🙁
Well, guess what?
A lot of companies face this too: they get so caught up in their love for their product, they forget to ask, “Wait, does the market even want this?”
So, there are a few things you actually need to know
Loving Your Product Blindly = Fast Track to Failure
A lot of startups and new businesses are like people falling in love. They polish their product, add tons of cool features, and make everything look perfect. But there’s one thing they miss: market validation. AKA, “Is anyone actually going to buy this?“
Actually, it’s like bringing donuts to someone on a keto diet. You meant well, but… totally the wrong timing and fit.
There is a program that has a ton of potential but could easily flop without good marketing.You know what is that? Yep, that is affiliate marketing. According to a survey from Jakpat in the Indonesia E-commerce Trends 1st Semester of 2023 report, 83% of Indonesians have clicked on an affiliate link. Yup, 83%. That means, if you’re in the digital game and still don’t get affiliate links, you’re seriously behind. With numbers like that, affiliate marketing is looking pretty promising, right? Especially for businesses with affiliate programs.
But here’s the kicker: affiliate marketing isn’t just a small player in Indonesia. In 2025, research from SnapCart, featured by CNN Indonesia, drops some interesting insights about the brands that are top of mind for affiliate programs in the country. You can check the detail in this picture:
Picture 1. Top 4 affiliate program in Indonesia
Our Passio App Not in the Top 4? Doesn’t Mean We’re Losing, Maybe We’re Just Getting Ready to Go Full Throttle
Sure, the big names already made it onto the chart — they’re the top 4 affiliate programs in Indonesia, according to the latest data. But just because a brand isn’t on that list yet, doesn’t mean it’s out of the game. In fact, they might just be busy gearing up, sharpening their secret weapon, and waiting for the perfect moment to make their move.
That’s exactly why Ecomobi Passio is starting to catch people’s attention.
It’s not about flashy launches or loud ads. Nope. Ecomobi is sneaking in through niche content creators, leaning on the power of personal recommendations, and skipping the overused marketing buzzwords. Quiet but powerful.
And here’s the thing. If Ecomobi Passio can avoid falling into the classic marketing myopia trap (aka being so obsessed with your own product that you forget to ask, “wait… who’s this actually for?”), then it might just shake up the entire affiliate scene in Indonesia.
To quote Theodore Levitt in his legendary Marketing Myopia essay:
“These days, the winners aren’t the ones with the most high-tech products… but the ones who know how to truly connect those products to real human needs.“
But hey, before we dive into marketing myopia, let’s back up for a second.
What even is Ecomobi Passio, and why is it starting to make waves in Indonesia’s digital space?
Ecomobi Passio: The Challenges Behind the Hype
Alright, so we get it. Ecomobi Passio is cool.
It’s Southeast Asia’s first monetization platform built to help content creators actually make money from their social media hustle. Not just through affiliate marketing, but also with influencer campaigns and other slick features.
But… let’s be real.
The digital world is like TikTok trends fast, wild, and always changing. So naturally, Ecomobi Passio’s journey isn’t all smooth sailing. Here are a few “pebbles on the path” We’ll need to watch out for if we want to keep the momentum going:
1. Tons of Internet Users, But Not Everyone Knows They Can Monetize
As of 2024, Indonesia has 221.56 million internet users, that’s around 79.5% of the population, according to APJII.
Huge number, right?
But here’s the kicker:
While people are online scrolling and posting every day, many still have no clue they can actually make money from their content, whether it’s through affiliate links, shoutouts, or influencer gigs. So Ecomobi not only has to offer the tools, but also educate the market.
2. Affiliate World = Super Crowded
With 157.6 million TikTok users and 90.5 million Instagram users in Indonesia, it’s no surprise the affiliate scene is heating up fast. Giants like Shopee, Tokopedia, and TikTok Shop already have their affiliate ecosystems up and running.
So yeah, competition is fierce. Ecomobi Passio has to stand out from the crowd and win over creators who are constantly being wooed by other platforms. That means playing smart, staying human, and bringing something fresh to the table.
3. Tech & User Experience: No Room for Error
With over 221 million people online, expectations are sky-high.
If our platform is slow, clunky, or confusing, creators won’t hesitate to jump ship. That’s why Ecomobi Passio’s tech game needs to be on point, smooth dashboards, intuitive UX, and a seamless experience are non-negotiable if we want to stay in the race.
4. Unrealistic Commission Expectations
Let’s be honest:
A lot of new creators think affiliate marketing will make them rich overnight. But building trust and growing an audience takes time, effort, and real consistency.
Ecomobi Passio needs to strike the balance between keeping creators excited and setting realistic expectations so they don’t bounce after two weeks of low clicks.
5. Winning Brand Trust
To be a reliable bridge between brands and creators, Passio has to build serious street cred.
Problem is, some brands are still skeptical about influencer marketing, maybe because of past bad experiences or just not understanding how it works.
Winning them over means showing real results, providing transparency, and proving that Ecomobi Passio gets both sides of the equation.
So What’s the Big Picture?
Before we get into solutions, let’s talk about something called Marketing Myopia.
Picture this: a company falls head over heels for their product. They polish it, hype it, keep adding cool new features—
but forget to ask the most important question:
“Who actually needs this?”
This tunnel vision can be a killer in fast-moving markets like today.
For Ecomobi Passio, whose mission is to empower content creators through affiliate and influencer marketing, this is a crucial reminder:
“Don’t fall in love with the features. Fall in love with solving people’s problems”
Because the winners?
Aren’t the ones with the fanciest tools. They’re the ones who connect those tools to what real people actually need.
So, How Can Passio Avoid Falling Into the Trap of Marketing Myopia?
a. Use Data Like a Ninja!
Don’t just rely on gut feelings or intuition data is your secret weapon! It’s the key to truly understanding your market and audience. Why? Because if Passio only focuses on existing products without knowing what creators and users actually want, it’s a recipe for disaster.
Solution:
Dig deep into data! Don’t be afraid to analyze user behavior, spot emerging trends, and run market tests to uncover what your audience really wants. If creators are leaning more toward video content or love engaging on TikTok, then lean into it!
With solid analytics, Passio can roll out features tailored for TikTok creators or even enhance live streaming tools. The right data makes Passio agile, responsive, and… kind of unstoppable.
Because if not, we’ll fall into the classic marketing myopia trap, as marketing legend Theodore Levitt once said:
“People don’t buy products, they buy benefits.”
The truth is creators don’t really care about your tools, they care about how those tools help them. Without real insights, how will we even know what benefits we’re supposed to be offering?
b. Focus on the Experience, Not Just the Product!
You’ve heard it before: business isn’t just about products. It’s about experiences. Ecomobi Passio can level up by creating an experience that’s fun, interactive, and creator-first.
Why does this matter? A 2023 SWA Survey found that 90% of Indonesian consumers are more likely to buy something after hearing a positive experience from someone else. That’s powerful! If Passio delivers not just a product, but a feel-good experience, creators will rave about it and their audience will follow.
Levitt nailed it again when he said:
“The problem is not that you are not producing enough products, but that you are not producing enough experiences.”
If Passio only sells affiliate tools, that’s forgettable. But if it creates fun, meaningful moments for creators and users alike that sticks. And better yet, it spreads!
c. Innovation Is the Name of the Game. Don’t Get Too Comfortable!
Marketing myopia often creeps in when companies get too comfy with what they already have. Passio can break that cycle by embracing innovation and crafting fresh, creative solutions the market hasn’t even imagined yet.
Solution for us: Experiment! Think AI-powered features, smart analytics, or even gamification like leaderboards and creativity contests to turn content creation into a dynamic, fun game for both creators and audiences.
As Levitt put it:
“The only constant in business is change.”
If we stop innovating, we’ll fall behind. But if Passio keeps reinventing itself? We’ll be five steps ahead while competitors are still playing catch-up.
d. Don’t Just Focus on Sales. Build Long-Term Relationships!
One of the biggest mistakes in marketing myopia is obsessing over short-term sales. Ecomobi Passio should instead aim to build long-lasting relationships with creators and their audiences.
How? Go beyond just commissions. Create mentorship programs, help creators level up their personal brand, and grow alongside them. When creators grow, we’ll bring their loyal fans along for the ride right into the Passio universe.
Levitt said it best:
“People don’t buy products, they buy relationships, stories, and magic.”
And honestly? He’s 100% right. Don’t just sell tools. Help creators tell stories and build legacies. That’s the kind of connection that lasts.
e. Creators Are Brand Ambassadors. Not Just Promoters!
Instead of treating creators like walking billboards, why not make them part of the creative journey? If creators are involved in shaping the product, they’ll feel personally invested and way more hyped to promote it.
Invite them to brainstorming sessions, exclusive events, or even product development sprints. The more they feel seen and heard, the more authentic and enthusiastic they’ll be in spreading the word.
Here’s why this matters: According to Influencer Marketing Hub, 70% of consumers are more likely to buy a product promoted by a creator they see as a friend or authentic brand ambassador. That’s huge.
Levitt once said:
“The purpose of business is to create and keep a customer.”
To keep them, you’ve got to build an emotional, authentic connection. When creators feel emotionally tied to your brand, they pass on that energy and trust to their audiences.
Bottom Line
Marketing myopia happens when you focus too much on the what, and forget the why. Passio can avoid this by being data-driven, experience-led, innovation-hungry, relationship-focused, and creator-powered.
Let’s not just sell tools. Let’s create a movement~
