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  5. When theres an ache, you want to be like aspirin, not...

When there's an ache, you want to be like aspirin, not vitamins. Aspirin solves a very particular problem someone has, whereas vitamins are a general "nice to have" market.

Reed Hastings
Nice, Aspirin, Want
"How Netflix got started". Interview with Alyssa Abkowitz, archive.fortune.com. January 28, 2009.
When there's an ache, you want to be like aspirin, not vitamins. Aspirin solves a very particular problem someone has, whereas vitamins are a general nice to have market.