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Why we picked it When customers cannot articulate the job, the forces diagram gives you a structure for interpreting their behavior instead. This is the canonical explainer from the people who built the framework, with the diagram and the push plus pull greater than anxiety plus habit equation laid out plainly. It is the fastest way to get the model into your head before your next customer conversation.
The Four Forces of Progress: Push, Pull, Anxiety and Habit
From jobstobedone.org by Bob Moesta and Chris Spiek About a 10 minute read
- Four forces drive every switch: push and pull move people forward, anxiety and habit hold them back.
- A switch only happens when push plus pull outweighs anxiety plus habit, so you have two jobs, raise the first pair and lower the second.
- Anxiety and habit are the forces founders most often ignore, and they are usually why a better product still loses.
