Die without pain, and where you wanted to. Most people want to die at home; most die in institutions.
This is a need. Something a person cannot ignore. Non-negotiable, usually urgent, and the most reliable foundation for a business. It is felt by the individual, once in a lifetime, and rates 5 out of 5 for the pressure it exerts.
It comes from Mortality and Safety meeting the demands of Death. The constants never change; the phase decides which of them presses hardest.
The market has answered it in 4 ways: Palliative care, Hospice, Medical aid in dying and Death doulas
Its neighbourhood
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Relieved by
Every one of these is a business, an institution or a habit built on this single pressure.