Imagine you run a company where you sell a product which alleviates your customers problem by not just providing them NOTHING for their hard earned money but also TAKES SOMETHING AWAY from their lives and lifestyles. Whilst there are a niche businesses which do just that (and rightfully so) overall it can be tough business model outside of essentials such as garbage collection, removalists, surgeons etc. As a result it is far easier to generate profit by selling a product or service which is additive to your customers lives. Whilst this can be a perfectly reasonable way to solve a problem in your life in this episode I'll be exploring why maybe the solution is to subtract or take away instead!