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JTBD - The 4 Forces of Progress

JTBD - The 4 Forces of Progress

A quick review and tutorial on the 4 forces that cause consumers to switch from one product to another.

Christian Lafrance

December 09, 2021
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  1. #jtbd @madeinlafrance @mcsaatchi @brainmates
    INFLUENCING PRODUCT
    ACQUISITION & RETENTION
    WITH THE 4 FORCES OF
    CUSTOMER PROGRESS
    SYDNEY JOBS-TO-BE-DONE MEETUP
    CHRISTIAN LAFRANCE

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  2. #jtbd @madeinlafrance @mcsaatchi @brainmates
    JOBS-TO-BE-DONE & CUSTOMER PROGRESS
    -
    INFLUENCING THE 4 FORCES OF PROGRESS

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  3. #jtbd @madeinlafrance @mcsaatchi @brainmates
    JOBS-TO-BE-DONE
    &
    CUSTOMER PROGRESS

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  4. #jtbd @madeinlafrance @mcsaatchi @brainmates

    #jtbd @madeinlafrance @mcsaatchi @brainmates
    People don’t buy stuff,
    They buy what stuff does for them.
    Bob Moesta – Chris Spiek, The Rewired Group

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  5. #jtbd @madeinlafrance @mcsaatchi @brainmates adapted from UserOnboard.com
    + =
    Potential
    customer
    Your
    product
    Awesome person
    who can do rad shit
    PEOPLE ‘HIRE’ YOUR PRODUCT TO GET A ‘JOB’ DONE
    This is
    This isn’t what you sell

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  6. #jtbd @madeinlafrance @mcsaatchi @brainmates
    Stimulate my mind during a
    boring commute
    http://i.telegraph.co.uk/multimedia/archive/02474/stereoCUT_2474932
    b.jpg
    Get in the mood for work
    Get up-to-date
    Feel connected to my community
    Impart good musical taste to my kids
    Radio is hired to…

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  7. #jtbd @madeinlafrance @mcsaatchi @brainmates

    #jtbd @madeinlafrance @mcsaatchi @brainmates
    The switch: the moment where there is an
    explicit choice to a new solution.
    Bob Moesta & Chris Spiek, The Re-Wired Group

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  8. #jtbd @madeinlafrance @mcsaatchi @brainmates
    PEOPLE SWITCH TO GET A ‘JOB’ DONE BETTER
    adapted from UserOnboard.com
    - =
    Old
    product
    Awesome person
    who can do rad shit
    +
    New
    product
    Awesome person who can do
    rad shit even better

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  9. #jtbd @madeinlafrance @mcsaatchi @brainmates
    TAKEAWAYS
    – Making progress implies switching
    > Evidences customer needs & goals
    – The switch highlights the criteria important to
    customers & crystalises tradeoffs
    > Avoids feature bloat & helps prioritisation
    – Is what people have done, not aspirations
    > Is reliable data

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  10. #jtbd @madeinlafrance @mcsaatchi @brainmates
    INFLUENCING THE
    4 FORCES OF PROGRESS

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  11. #jtbd @madeinlafrance @mcsaatchi @brainmates
    PULL
    of the new solution
    PUSH
    of the present
    ANXIETY
    of the new solution
    HABIT
    of the present
    Business
    as usual
    New
    behaviour
    adapted from The Re-Wired Group
    THE 4 FORCES THAT DRIVE OR STOP PROGRESS
    Uncertainty
    surrounding
    new solution
    Outcomes of
    new solution
    Problem with
    existing situation
    Tug of historical
    allegiances

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  12. #jtbd @madeinlafrance @mcsaatchi @brainmates
    PULL
    of the new solution
    PUSH
    of the present
    ANXIETY
    of the new solution
    HABIT
    of the present
    Business
    as usual
    New
    behaviour
    adapted from The Re-Wired Group
    CUSTOMERS SWITCH WHEN THE BALANCE TIPS
    PUSH + PULL > ANXIETY + HABIT
    New
    behavi
    our

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  13. #jtbd @madeinlafrance @mcsaatchi @brainmates
    JTBD

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  14. #jtbd @madeinlafrance @mcsaatchi @brainmates
    A: PUSH of the present B: PULL of the new solution
    C: HABIT of the present D: ANXIETY of the new solution
    @madeinlafrance @mcsaatchi #jtbd
    #jtbd @madeinlafrance @mcsaatchi @brainmates
    “I installed this podcast app to listen to
    mentally stimulating content during my
    commute”
    B: PULL of the new solution

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  15. #jtbd @madeinlafrance @mcsaatchi @brainmates
    A: PUSH of the present B: PULL of the new solution
    C: HABIT of the present D: ANXIETY of the new solution
    @madeinlafrance @mcsaatchi #jtbd
    #jtbd @madeinlafrance @mcsaatchi @brainmates
    “When uni started again,
    I got bored with my music during the
    45min bus ride”
    A: PUSH of the present

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  16. #jtbd @madeinlafrance @mcsaatchi @brainmates
    A: PUSH of the present B: PULL of the new solution
    C: HABIT of the present D: ANXIETY of the new solution
    @madeinlafrance @mcsaatchi #jtbd
    #jtbd @madeinlafrance @mcsaatchi @brainmates
    “I read the negative reviews to check if
    the problems they mentioned could apply
    to me”
    D: ANXIETY of the new solution

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  17. #jtbd @madeinlafrance @mcsaatchi @brainmates
    A: PUSH of the present B: PULL of the new solution
    C: HABIT of the present D: ANXIETY of the new solution
    @madeinlafrance @mcsaatchi #jtbd
    #jtbd @madeinlafrance @mcsaatchi @brainmates
    “I have my favourite Radio National
    programs...”
    C: HABIT of the present

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  18. #jtbd @madeinlafrance @mcsaatchi @brainmates
    A: PUSH of the present B: PULL of the new solution
    C: HABIT of the present D: ANXIETY of the new solution
    @madeinlafrance @mcsaatchi #jtbd
    #jtbd @madeinlafrance @mcsaatchi @brainmates
    “I emailed some questions to my bank
    manager about a home loan.
    He took 2 days to respond with vague
    information”
    A: PUSH of the present

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  19. #jtbd @madeinlafrance @mcsaatchi @brainmates
    PULL
    of the new solution
    PUSH
    of the present
    ANXIETY
    of the new solution
    HABIT
    of the present
    Business
    as usual
    New
    behaviour
    adapted from The Re-Wired Group
    FOCUS PRODUCT INITIATIVES BASED ON THE 4 FORCES

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  20. #jtbd @madeinlafrance @mcsaatchi @brainmates
    PULL
    of the new solution
    PUSH
    of the present
    ANXIETY
    of the new solution
    HABIT
    of the present
    Business
    as usual
    New
    behaviour
    adapted from The Re-Wired Group
    MAXIMISE ACQUISITION
    GAIN CREATORS
    PLACEBOS CATALYSTS
    PAIN RELIEVERS
    YOUR
    CUSTOMER
    NOT YOUR
    CUSTOMER

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  21. #jtbd @madeinlafrance @mcsaatchi @brainmates
    PULL
    of the new solution
    PUSH
    of the present
    ANXIETY
    of the new solution
    HABIT
    of the present
    Business
    as usual
    New
    behaviour
    adapted from The Re-Wired Group
    MINIMISE CHURN
    PAIN RELIEVERS
    ADDICTIONS
    GAIN CREATORS
    New
    behavio
    ur
    ANXIETY
    of the new solution
    YOUR
    CUSTOMER
    NOT YOUR
    CUSTOMER

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  22. #jtbd @madeinlafrance @mcsaatchi @brainmates
    PULL
    of the new solution
    PUSH
    of the present
    ANXIETY
    of the new solution
    HABIT
    of the present
    Business
    as usual
    New
    behaviour
    adapted from The Re-Wired Group
    PAIN RELIEVERS
    Address the issues that trigger customers to start
    looking passively or actively

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  23. #jtbd @madeinlafrance @mcsaatchi @brainmates
    PULL
    of the new solution
    PUSH
    of the present
    ANXIETY
    of the new solution
    HABIT
    of the present
    Business
    as usual
    New
    behaviour
    adapted from The Re-Wired Group
    GAIN CREATORS
    Deliver the product/service in a way which is more
    aligned to customer’s Job-To-Be-Done

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  24. #jtbd @madeinlafrance @mcsaatchi @brainmates
    PULL
    of the new solution
    PUSH
    of the present
    ANXIETY
    of the new solution
    HABIT
    of the present
    Business
    as usual
    New
    behaviour
    adapted from The Re-Wired Group
    Catalysers
    Alleviate uncertainty regarding the new solution

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  25. #jtbd @madeinlafrance @mcsaatchi @brainmates
    PULL
    of the new solution
    PUSH
    of the present
    ANXIETY
    of the new solution
    HABIT
    of the present
    Business
    as usual
    New
    behaviour
    adapted from The Re-Wired Group
    Placebos
    Onboard customers and minimise effort to sever ties
    with competitors

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  26. #jtbd @madeinlafrance @mcsaatchi @brainmates
    PULL
    of the new solution
    PUSH
    of the present
    ANXIETY
    of the new solution
    HABIT
    of the present
    Business
    as usual
    New
    behaviour
    adapted from The Re-Wired Group
    Addictions
    Embed product in people’s life, deliver increased value
    with history & relationships

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  27. #jtbd @madeinlafrance @mcsaatchi @brainmates
    TAKEAWAYS
    – Best ROI is achieved by grounding product
    initiatives on the 4 forces
    > Switchers help you to get to priority initiatives quickly
    – The 4 forces help you to link initiatives to
    acquisition and churn
    > Easier to demonstrate ROI

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  28. #jtbd @madeinlafrance @mcsaatchi @brainmates

    #jtbd @madeinlafrance @mcsaatchi @brainmates
    We only talk to people who have bought
    [switchers] because embedded in their
    choice set is the value code of what they’re
    willing to switch from and to, so we don’t
    over-engineer the product.
    Bob Moesta, The Rewired Group, aka ‘Milkshake Man’

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  29. #jtbd @madeinlafrance @mcsaatchi @brainmates
    REVERSE ENGINEER HOW CUSTOMERS MAKE PROGRESS
    - =
    Old
    product
    Awesome person
    who can do rad shit
    +
    New
    product
    Awesome person who can do
    rad shit even better
    Don’t reverse engineer your
    competitors’ products

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  30. #jtbd @madeinlafrance @mcsaatchi @brainmates
    References
    User Onboarding
    Features vs. Benefits
    www.useronboard.com/features-vs-benefits/
    The Re-Wired Group
    Unpacking the Progress Making Forces Diagram
    www.jobstobedone.org/radio/unpacking-the-progress-making-forces-diagram/
    The Re-Wired Group
    The Interview Timeline
    www.jobstobedone.org/radio/the-mattress-interview-part-one/

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