A Harvard Business Review published in 1999 by Timothy Butler & James Waldroop, introduced an interesting concept on interest-mapping for companies to retain their best employees. The concept of Deeply Embedded Life Interests or DELI – was a way for companies to sculpt jobs for their employees based on what made them happy instead of jobs they were good at. The paper defined DELI as – “… long-held, emotionally driven passions….” and suggested that Life Interests start showing up in childhood and seem to find expression throughout a person’s life. It is a matter of looking at our lives more closely to know what our “deeply embedded life interests” are.

Our Smart Interest Mapping App – Pinwi is based on a simple theory that draws from this concept above:

Interests are all about what makes children happy
What we are good at may not always make us happy. But what makes us happy will definitely interest us. To know what drives a child’s interest, we must know what makes them happy.

Clues of what makes children happy lies in what they do and what they say
The easiest way to know what makes children happy is to ask them. While parents do this everyday, they are limited to their intuitive understanding and have no easy or objective way to know what “truly” drives their children’s interests.

To know what truly drives children we have to gather these clues
If we could gather data directly from children on activities they do and how much they enjoy doing them; we could use this data to  find patterns and connections between activities children consistently enjoy more and to understand what their key driving interests are.

Here is how our Interest-Mapping works:

We gather a list all the activities scheduled for children at school and after school through our daily-use mobile app available both on iOS and Android. Parents can input this list for their children through the parent interface. Children have their own gamified interactive interface on Pinwi. We encourage children to use their interface to self-report what they like doing. They do this in three unique ways:

  • By rating these activities;
  • By creating wish lists;
  • By sharing activity-based posts

Pinwi rewards children for doing this consistently to ensure children come back to do this. Once the data is in from children, our research backed interest-mapping model examines activities children consistently rate higher, put in their wish list or create posts about. We systematically break each activity down into one of or more interests they drive and find interest patterns and connections between them. This analysis is used to generate detailed insights for parents to know what drives their children’s interests. We also recommend activities that drive those interests so parents can help nurture them.

Parents learn the following about their children from Pinwi insights:

  • Interests that exhilarate their children and ones that amuse them
  • Interests that are unexciting and interests children have not explored.
  • Interests that are Long-Held, ones that are New-Found and ones that play See-Saw (read come and go).
  • Average ratings of activities indicating what children consistently enjoy more and what’s losing its magic for them.

These insights not only helps parents make sense of their children’s likes and dislikes; but also makes it easy for them to stay interest focused when making decisions for them.

PiNWi never lets parents lose sight of what makes their children truly happy.

You can download Pinwi on App Store or Play Store


  1. JEROM JOSEPH says:

    I am a parent with a lot of interest in children’s education.I have developed so many ideas on nurturing their talent and interests.Literally i have done a lot of research on it.Hearing about a passionate effort by PiNWi is something to be encouraged. Hats off to the pain you have taken to explore something which will immensely benefit the children and the parent alike.

    Jerom Joseph

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