The Importance of Customer Bifurcation in Chronic Pain

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A huge percentage, something like 20-30% of all Americans suffer daily from chronic pain. There's one type of customer who has chronic pain and is endlessly frustrated by it. They have tried dozens of things and continue to search for new treatments. The other side of the bifurcation is just as frustrated but far less motivated.

Today, we're going to talk about one of the fundamental laws of startups - The Wedge. It's the best way to build trust when you have a product that's got a longer feedback loop or requires a lot from your early customers. We'll show a few examples and build out a framework to help guide you when you're looking for, and implementing, a wedge.