to wear this awful mouth guard overnight and it kind of burns my teeth . . .” or “I have to spend time making sales calls myself—and I don’t have time for that!” How would they define what “quality” means for a better solution, and what tradeoffs are they willing to make? For example, “I want the whitening performance of a professional dental treatment, without the cost and inconvenience” or “There are tons of ‘products’ and services I can purchase. But none of them actually help me do the job.”
