Key Idea #2: People will pay for products or services that they believe will fix a problem they are dealing with in their lives. The bigger the problem, the more they will pay!

Topic for Discussion: What is it that Dr. Warren and Greg are fixing and how has it come to be in such poor repair?

Answer: They are working to fix the marriage partner selection process. Dr. Warren says it has been badly broken in the US by mobility. One hundred years ago, people married their neighbors. This meant they had a greater chance of marrying a person with similar economic, religious and educational background. Parents would even put their children together with the children of friends as a plot, hoping they would fall in love. Parents, aunts and uncles would also network to find suitable spouses for the younger generation. There were many amateur matchmakers helping the process along, too.

As Americans left farms to work in factories, we were no longer tied to the land. With completion of the transcontinental railroad and then the invention of the automobile, leaving home became more common than staying home. Now there are singles trying to find the right person to marry, as Greg says, "in the wild." The singles no longer have the benefit of extended families to guide and advise them.