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The four forces of progress in JTBD

Push, pull, anxiety and habit: the forces behind every decision to switch

Framework of the four forces of progress in Jobs to Be Done: push of the situation, pull of the new solution, anxiety of the new and habit of the present.
Map these four forces after every switch interview. A switch happens only when push and pull outweigh anxiety and habit. Source: Bob Moesta, The Rewired Group
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The four forces of progress explain why a customer does or does not switch from one solution to another. Push and pull move people toward change, while anxiety and habit hold them back. Use this framework straight after a switch interview to sort what the participant said, and to see which force a product or message has to change.

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What's in this framework

  1. Push of the situation: Frustration with the current solution pushes people to look elsewhere.
  2. Pull of the new solution: The attraction of the new option pulls them toward it.
  3. Anxiety of the new: Fear of switching holds people back.
  4. Habit of the present: Inertia keeps people with what they already use.

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<a href="https://www.koji.so/visuals/jobs-to-be-done-four-forces-of-progress"><img src="https://www.koji.so/visuals/jobs-to-be-done-four-forces-of-progress/jobs-to-be-done-four-forces-of-progress.png" alt="Framework of the four forces of progress in Jobs to Be Done: push of the situation, pull of the new solution, anxiety of the new and habit of the present." width="1200" height="674" /></a>
<p>Source: <a href="https://www.koji.so/visuals/jobs-to-be-done-four-forces-of-progress">The four forces of progress in JTBD</a>, Koji</p>