“As an entrepreneur we always want to be selling a painkiller, not a vitamin. A vitamin is a nice-to-have, a painkiller is something you have to have — and it's going to sell a lot better.”

Sell a painkiller, not a vitamin — only painkillers convert at scale

Builders fall in love with clever inventions instead of testing whether anyone is in real pain. A vitamin is interesting; a painkiller is non-negotiable, and only painkillers convert at scale. Filter every scoping decision through which category the product actually lives in.