Matthew frames chronic pain as a massive yet largely invisible epidemic, overshadowed by the more visible opioid crisis. He highlights how conventional treatments have failed to address the biopsychosocial complexity of chronic pain, creating an opportunity for a fundamentally new approach. Founders should look for these "elephants in the room" - problems so immense and entrenched, they often escape notice and creative problem-solving.

AppliedVR demonstrates the power of bringing an emerging technology like VR to bear on a long-standing challenge like chronic pain management. By marrying decades of academic research with the latest advances in VR hardware and software, the company is unlocking novel solutions that were previously impractical or impossible. Founders should explore how cutting-edge tools might enable transformative breakthroughs in traditional industries.

Having observed the real-world friction of early VR pain management devices, Matthew and his team have relentlessly focused on simplifying the patient experience, even if it means sacrificing more sophisticated features. Their mantra of "easy to use, engaging, efficacious - in that order" recognizes that adoption depends on eliminating barriers to entry. Founders pioneering new product categories must ruthlessly streamline UX to drive adherence.

Anticipating skepticism of VR in medical use cases, AppliedVR has invested heavily in building clinical evidence through partnerships with leading researchers and health systems. By prioritizing scientific validation from the start, the company has accelerated acceptance among patients, providers, and payers. Founders introducing unconventional solutions in regulated spaces should anchor their approach in rigorous, objective proof.

AppliedVR has strategically chosen the Veterans Health Administration as its initial go-to-market focus, capitalizing on the system's early adoption of VR and its prioritization of pain and mental health. By concentrating resources on a receptive and influential customer, the company can efficiently build momentum for broader market penetration. Founders should identify and dominate beachhead segments as a springboard for category leadership.