Repeated friction
The same difficulty appears across consumers, occasions, or places
What next
Signals and opportunities
A disciplined route from repeated consumer friction to an opportunity thesis that can be tested and disproved.
Is the signal repeated, consequential, underserved, and economically possible to serve?
Costly workaround
People already spend time, money, risk, or status to solve it
Access mismatch
A useful offer exists but distribution, language, trust, or price blocks it
Expectation shift
A standard learned in one category changes tolerance in another
New capability
Infrastructure, regulation, technology, or supply changes what is feasible
Testable thesis
A defined user, problem, wedge, evidence level, and disconfirming test