The document discusses how choices between pleasures and pains are simple when free from obligations or duties, but in certain circumstances duties and obligations require that pleasures be avoided and annoyances accepted instead. It suggests that pleasures are normally preferable but other factors sometimes take priority.

1. Gifts of Choice

2. • These cases are perfectly simple and easy to distinguish
• In a free hour, when our power of choice is untrammelled and
when nothing prevents our being able to do what we like best
• Every pleasure is to be welcomed and every pain avoided
• But in certain circumstances and owing to the claims of duty or
the obligations of business
• It will frequently occur that pleasures have to be repudiated
and annoyances accepted

3. Elevator Pitch

4. • These cases are perfectly simple and easy to distinguish
• In a free hour, when our power of choice is untrammelled and
when nothing prevents our being able to do what we like best
• Every pleasure is to be welcomed and every pain avoided
• But in certain circumstances and owing to the claims of duty or
the obligations of business
• It will frequently occur that pleasures have to be repudiated
and annoyances accepted

5. Market Opportunity

6. • These cases are perfectly simple and easy to distinguish
• In a free hour, when our power of choice is untrammelled and
when nothing prevents our being able to do what we like best
• Every pleasure is to be welcomed and every pain avoided
• But in certain circumstances and owing to the claims of duty or
the obligations of business
• It will frequently occur that pleasures have to be repudiated
and annoyances accepted

7. Value
Proposition

8. • These cases are perfectly simple and easy to distinguish
• In a free hour, when our power of choice is untrammelled and
when nothing prevents our being able to do what we like best
• Every pleasure is to be welcomed and every pain avoided
• But in certain circumstances and owing to the claims of duty or
the obligations of business
• It will frequently occur that pleasures have to be repudiated
and annoyances accepted

9. Competitive
Environment

10. • These cases are perfectly simple and easy to distinguish
• In a free hour, when our power of choice is untrammelled and
when nothing prevents our being able to do what we like best
• Every pleasure is to be welcomed and every pain avoided
• But in certain circumstances and owing to the claims of duty or
the obligations of business
• It will frequently occur that pleasures have to be repudiated
and annoyances accepted

11. Customer Segments

12. • These cases are perfectly simple and easy to distinguish
• In a free hour, when our power of choice is untrammelled and
when nothing prevents our being able to do what we like best
• Every pleasure is to be welcomed and every pain avoided
• But in certain circumstances and owing to the claims of duty or
the obligations of business
• It will frequently occur that pleasures have to be repudiated
and annoyances accepted

13. Revenue
Streams

14. • These cases are perfectly simple and easy to distinguish
• In a free hour, when our power of choice is untrammelled and
when nothing prevents our being able to do what we like best
• Every pleasure is to be welcomed and every pain avoided
• But in certain circumstances and owing to the claims of duty or
the obligations of business
• It will frequently occur that pleasures have to be repudiated
and annoyances accepted

15. Customer
Profiles

16. • These cases are perfectly simple and easy to distinguish
• In a free hour, when our power of choice is untrammelled and
when nothing prevents our being able to do what we like best
• Every pleasure is to be welcomed and every pain avoided
• But in certain circumstances and owing to the claims of duty or
the obligations of business
• It will frequently occur that pleasures have to be repudiated
and annoyances accepted

17. Relevant Channels

18. • These cases are perfectly simple and easy to distinguish
• In a free hour, when our power of choice is untrammelled and
when nothing prevents our being able to do what we like best
• Every pleasure is to be welcomed and every pain avoided
• But in certain circumstances and owing to the claims of duty or
the obligations of business
• It will frequently occur that pleasures have to be repudiated
and annoyances accepted

19. Conclusion

20. • These cases are perfectly simple and easy to distinguish
• In a free hour, when our power of choice is untrammelled and
when nothing prevents our being able to do what we like best
• Every pleasure is to be welcomed and every pain avoided
• But in certain circumstances and owing to the claims of duty or
the obligations of business
• It will frequently occur that pleasures have to be repudiated
and annoyances accepted

21. Appendix

22. • These cases are perfectly simple and easy to distinguish
• In a free hour, when our power of choice is untrammelled and
when nothing prevents our being able to do what we like best
• Every pleasure is to be welcomed and every pain avoided
• But in certain circumstances and owing to the claims of duty or
the obligations of business
• It will frequently occur that pleasures have to be repudiated
and annoyances accepted