All the things that we need fall in one of two categories. It either helps us to gain more i.e. be more happy, be more productive, be more secure, or be more extraordinary or it helps us to get rid of some of our pain i.e. relief from loneliness, relief from complexity, relief from insecurity etc.
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All business activities are directed towards people and certainly to address one of these two categories of human needs. To sell me anything you either have to solve my problem or improve my life.
When you’re working on your business model make sure it addresses either one of these issues otherwise it has no future.