Pains and gains
Take, for example, Uber: From a pain perspective, the public was in a desperate need for a solution to decrease the pain of using cabs.
From a pleasure part, Uber addressed the need for independence, status, and safety. People are given the feeling that they are free to order a cab whenever they please and can be part of the VIP program. They can also view ratings of previous customers and know upfront what the costs will be.
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