Healthcare spending is out of control, right? While there are certainly cases where the cost of medical intervention exceeds its value, I’d argue that the overall trend in wealthy societies spending more on health is a rational investment in human capital. We should be trying to explain the value of longer, healthier lives and how medical innovations that deliver it are worth investing in.

If you feel like every positioning exercise unearths the same ideas, maybe it’s time to apply the “jobs to be done” theory.