Millions of dollars are wasted every year in failed and less successful new
products and ventures. This is universally true. Not much success has been
made so far in solving this problem, though identifying an attractive investment
opportunity has been one of the determining factors of firm success.
Methodologies to spot an opportunity have been scarce and weak. This paper
discusses a simple but highly effective framework to fill this gap. This is based
on the logic that customers buy new products and services if they are dissatisfied
with the existing and if the new offering is better. Here customer need may be
explicit or latent. Two implementable frameworks are discussed. One, Criticality-
Discontentment Matrix for opportunity identification and, two, Customer
Dissatisfaction Elimination Chain to refine business strategies and thus to achieve
zero customer dissatisfaction for any business. A number of case studies from
globally known firms have been referred to illustrate the frameworks.