A common analogy used by entrepreneurs and investors when considering the likely demand for a product or service is to ask “is this a pain-killer or a vitamin?”

When you are experiencing a really bad headache, a painkiller is a must-have. If the pain is strong enough, price doesn’t matter.

Vitamins might be good for you but are typically nice-to-haves, not must-haves.

Is your product a Pain-killer or a Vitamin?