One of the key questions often asked is why businesses fall, and what prevents companies from dynamically adjusting to the changing consumer needs and be in touch with them? This paper argues that businesses will be sustained only if they are able to meet consumer requirements entirely. In the process, there should be no element of dissatisfaction, latent or otherwise left with the consumer. This is the basis of the concept of Zero Consumer Dissatisfaction (ZCD) developed in this paper. ZCD's linkages with value chain and total cost management are also discussed. Some methodological approaches to measure consumer dissatisfaction and attaining ZCD are explored.