Why Define Opportunities?
Teams often chase symptoms instead of root causes, wasting effort on low-impact changes. Without clear opportunity definitions, it's impossible to prioritize or measure success.
Prioritization Framework
When opportunities are clearly defined with impact and effort, prioritization becomes objective. Teams can compare apples to apples and make informed trade-offs.
Team Alignment
Defined opportunities create shared understanding. Product, design, and engineering align on what problem they're solving and why it matters.
Measurable Goals
Well-defined opportunities include success criteria. You'll know when you've solved the problem, and you can demonstrate impact to stakeholders.
The Cost of Undefined Opportunities
It's tempting to jump straight from pain point to solution. A customer complains about slow checkout, so we "fix checkout." But without defining the opportunity clearly, we often solve the wrong problem or miss the bigger picture.
Undefined opportunities lead to:
- Solutions looking for problems (building features nobody asked for)
- Endless scope creep (the opportunity keeps expanding)
- No way to say "done" (success was never defined)
- Competing priorities (everyone thinks their opportunity is most important)
Defining opportunities means articulating what problem you're solving, who it affects, what success looks like, and how it connects to the broader customer journey. This clarity transforms vague complaints into actionable work.
The Business Case
The Gains
- Focus resources on highest-impact improvements
- Clear success criteria enable ROI measurement
- Stakeholder alignment reduces political friction
The Risks
- Teams chase symptoms while root causes persist
- No way to demonstrate value of CX investments
- Scope creep drains resources without results
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