Sleep a third of every day, badly. Insomnia and apnoea in every phase; the mattress and the pill.
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, continuously, and rates 3 out of 5 for the pressure it exerts.
It comes from Safety and Scarce time meeting the demands of Across every phase. The constants never change; the phase decides which of them presses hardest.
The market has answered it in 3 ways: Sleep aids, melatonin, and sleep tracking, Mattresses and bedding and Sleep medicine and apnoea devices
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.