Bright spot analysis is a performance improvement technique popularized in the book Switch: How to Change Things When Change is Hard. It has delivered shockingly fast and meaningful results in fields as daunting as third-world malnutrition and urban renewal. And it's helping companies get the quick wins they need to drive momentum for customer experience (CX) transformation. This brief explains what bright spot analysis is and why it works. It also gives CX professionals tips on how to scope their first bright spot project for maximum success.