Question: What do lingerie, insurance and seat belts have in common?
Answer: They all provide a service that you only benefit from in extreme circumstances.

The belt protects you against accidents you hope you’ll never have. The insurance covers you for calamities you hope never happen and the lingerie is generally worn in places where nobody sees it.

Of course the lingerie makes you feel sexier, the seat belt makes you feel safer and the insurance makes you feel covered.

Online back-up services, remote storage and redundant power supply for servers are some of the services that fit this type of category.

As an entrepreneur you have to think about which services you are selling and which category they fit in. Are you selling something that is like lingerie or more like bread? Are you focusing on the instant gratification of your product or on the downside of not owning your product?