The Forces of Progress

It’s important to remember these forces as you design a product or service around a Job to Be Done because they’ll make you think about the people you are trying to serve, their anxieties, and how you can best alleviate them. In short, your product or service will be more successful.

Forces compelling change

The forces working in your favor are compelling your potential customers to change: the push of the situation and the pull of the new idea.

Forces opposing change

The forces working against you, or the forces opposing customers to change, will be the habits of the present and the anxiety of the new solution.