Given a non-zero tangent vector to the character variety of a discrete semi-group with values on a semi-simple Lie group we introduce, by analogy with Benoist's limit cone, the cone of Jordan variations and the set of normalized variations. The latter depends on the choice of a functional of the Cartan space of that is positive on Benoist's limit cone (of the base-point of ). We will explain results regarding convexity and non-empty interior for these sets and explain their implications on the non-degeneracy problem for pressure forms on the Hitchin component.