Recognizing an opportunity that generates a successful business is essentially the route entrepreneurs take. Circumstances favorable to the creation of a new product or service are classified as opportunities. It is this concept that we see the creation of Digital Lifestyle Outfitter as an opportunity that was seized by its founder Jeff Grady and turned into a lucrative business. Digital Lifestyle Outfitters, headquartered in Charleston, South Carolina, was founded in 2001 and has approximately 75 employees. It manufactures consumer electronic products and accessories. In 2001, divorced and unemployed Jeff Grady found this opportunity while looking for a protective case for his iPod; a precious possession that he cherished. He had spent $399 on this new gadget. He loved this gadget and wanted to protect it at all costs. He sought to acquire a protective case only to discover that his search yielded nothing that would satisfy his request. So he created his own, the prototype that would be the creation of Digital Lifestyle Outfitters. Jeff Grady, the founder of Digital Lifestyle Outfitters, started a company that sold licensed and logoed college sportswear at Total Sports, where he worked. At 28, he expected to make it big, but his dream was dashed at 30 when he became a rugged dot-com worker. During this period of unemployment, he had an MP3 player that he used while working out at the gym, while he was looking for a job. With little money, he decided to invest in the latest gadget, the iPod. He bought one of the first iPods ever produced. He wanted to protect him from any harm. He went out to acquire something that would protect him. He found nothing. He decided to design his personal protective case. ...... middle of paper ...... without engaging in deliberate or prolonged research. He became very creative in making a case for himself and then considering the possibility of making it for others as well. All of these attributes that Jeff possessed culminated in the way he saw the opportunity, seized it, and turned it into a sustainable, profitable business that was very valuable to consumers. This made his life much easier and I am sure, based on the initial reception of his proposal from Apple accessory producers and initial orders from other consumers, that the product was very timely and practical. This couldn't have come at a better time. Works Cited Barringer, Bruce R. (2010) Entrepreneurship: Successfully Launching New Businesses 3rd ed. Upper Saddle River, NJ Prentice Hall http://news.techwhack.com/5589-digital-lifestyle-outfitters http://www.inc.com/magazine/20060901/hidi-grady.html