Mission ≠ Customer Problem

But I find awful a lot of founders misunderstand it because they're looking at the wrong scale. So I'll look at, say, a medtech company, and they say that they're solving the problem of pathogens in public water systems in the third world. And I'm like, that's your mission, but that isn't your problem. Right. Your problem is that this agency that's tasked with this The solutions that they have available to them are too expensive or don't work or require too much maintenance, right? You need to be getting down to what is the problem of the person who pays. And I see this and I use medtech a lot because people often say, this saves people's lives. And I go, but unfortunately, that's not actually your customer's problem.