Many product meet specifications but fail in customer satisfaction. It happens when the producer did not dig deeper to identify 'unspoken' true customer needs. Modern QFD tools are strongest where you want to make a difference by widening the gap between merely meeting product specifications vs. satisfying the customer. Start your new product development with modern QFD tools, to uncover unstated needs, the unknown unknowns and identify 'true' customer needs that should be the foundation for highly competitive products.