are the batteries vitamins or painkillers?” David added. “Because if you have to explain why something might help them in the future, it’s just a vitamin. Vitamins are nice to have: ‘Wouldn’t it be great if our customer read our business plan and behaved the way we want them to?’ It doesn’t happen. But if it stops a pain, if it’s a painkiller, that’s hugely powerful. That’s what they need. And that’s what they’ll buy.”
