One of the time-tested paths to growth is to develop an innovative means around a barrier constraining consumption. Southwest’s discount airline service, which attracted people who might otherwise take the bus or not travel at all, andNintendo’s Wii gaming console, which appealed to families looking for simple entertainment, are but two examples of companies reaping the rewards of this strategy. One warning: understandingwhya customer doesn’t consume is critical. If it is because existing solutions are too expensive, require specialized skills, or are inconvenient, then innovate away. If it is because of basic indifference, be careful. Success might not be quite as attainable as you thought.