Sleep is a massive problem but the mattress industry is mature. How can you choose a category so you aren't competing against Casper and Purple group of VC backed marketing behemoths? Maybe your customer doesn't need a new career. They need rest so that they can reach their potential at the one they're at. Choosing the job your customer is really hiring your product to do before you build is critical. You can and should test this out in lightweight ways as early as possible. Don't leave it to chance. Choose the place where you want to compete. If you want to talk through this stuff with us, join the membership.