If you want to make a change (or make a living) it might pay to find a topic that people hesitate to talk about. There’s enormous leverage in making the uncomfortable urgent enough to take action on.
One of the easiest ways to improve public health and reduce cancer is by increasing the adoption of colonoscopies. No scientific breakthrough is needed, just a cultural shift.
The same sort of impact happens when we prioritize women’s health, or retirement savings or drunk driving.
Culture works hard to maintain its status quo, and persistent community action can change our standards.