New businesses frequently launched as a means to address a current glitch in the industry.

  New businesses are frequently launched as a means to address a current glitch in the industry. Pick an industry and identify a typical customer problem. What changes could you make to enter that industry and enhance customer satisfaction (and be profitable)? Run a taste test. Compare Pepsi vs. Coke, or bottled water vs. tap, or an expensive bottle of wine vs. the boxed stuff. Discuss participants’ level of knowledge and surprise.