What Are Forces of Progress in JTBD Theory?

Forces of progress describe the factors that influence whether a customer chooses to hire or fire a product when attempting to complete a job-to-be-done. These forces include:

1. Push Forces: Dissatisfaction with current solutions.
2. Pull Forces: Attraction of new solutions.
3. Anxieties: Concerns about switching costs or risks.
4. Habits: Resistance due to familiarity with existing solutions.

Why Are Forces of Progress Important?

Understanding these forces helps businesses:

• Design products that overcome anxieties and habits.
• Position new solutions effectively against competitors.
• Retain existing customers by addressing push factors.

What Are Examples of Forces of Progress in Action?

1. A commuter switches from public transportation (push) to rideshare apps (pull) due to convenience but hesitates due to cost (anxiety).
2. A business adopts new software (pull) but struggles with employee resistance (habit).

How Can Companies Address Forces of Progress?

1. Reduce anxieties with free trials or guarantees.
2. Highlight pull factors in marketing campaigns.
3. Minimize switching costs through seamless onboarding processes.

Why Choose Thrv for Analyzing Forces of Progress?

Thrv helps you understand the forces driving customer decisions so you can design products that attract new users while retaining existing ones.

Visit thrv today and discover how analyzing forces of progress can fuel your growth!