Find needs that are important and underserved.
Ask customers two questions about each need: how important is it, and how satisfied are you today? The gap is your opportunity.
Importance + max(Importance − Satisfaction, 0)
The Formula
13
CUSTOMER NEED · FICTIONAL EXAMPLE (1–10)
IMPORTANCE
SATISFACTION
OPPORTUNITY
Calls reach me wherever I am
9
5
I understand my invoice
8
4
12
Detailed call analytics
5
6
5
Underserved
High importance, low satisfaction. Invest here.
Overserved
Low importance, high satisfaction. Simplify, or charge less.
Source: Strategyn ↗
Important + unhappy = opportunity.