Pets get sick and vets are expensive. Created by treating pets as family: veterinary medicine now prices like human medicine.
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, repeatedly, and rates 3 out of 5 for the pressure it exerts.
It is rooted in Scarce resources and Belonging.
This friction did not arise on its own. It was created by Pets — a solution to an earlier problem that produced this one.
The market has answered it in 1 ways: Pet insurance
Its neighbourhood
Everything this entry connects to directly. Click any point to follow it.
The line back to a human being
3 hops from a person at a phase of life. The further a thing sits from the person, the more abstract it looks — and the more it tends to be mistaken for something that came from nowhere.
- FrictionPets get sick and vets are expensive
- SolutionPets
- FrictionFriends and spouse begin to die
- Life phaseRetirement
- Rooted inBelonging
- Rooted inMortality
- Rooted inScarce resources
Relieved by
Every one of these is a business, an institution or a habit built on this single pressure.