Featured episode · JTBD Radio
Clayton Christensen
Harvard Business School
The original source
As seen in Competing Against Luck
Understand why people really switch.
Jobs-to-be-Done is how Bob Moesta and Chris Spiek have helped companies from startups to Fortune 500s find and execute on innovation opportunities. Watch real switch interviews, learn the Forces of Progress, and put the framework to work.
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Industry Leaders Discuss Jobs-to-be-Done
The core framework
The Forces of Progress
Every switch is a tug-of-war between four forces. When push and pull beat anxiety and habit, people change. We named these forces. Here's how they work.
Push
The problem with the current situation that drives someone to look.
Pull
The magnetism of the new solution and the progress it promises.
Anxiety
The fear and uncertainty about the new, unproven choice.
Habit
The comfortable pull of what they already know and do.
The core tool
The Timeline
The forces tell you why someone switched. The timeline tells you how: the sequence of events from the first thought to the purchase.
First Thought
Passive Looking
Event 1
Active Looking
Event 2
Purchase
Where every story begins
The Struggling Moment
Before every switch there is a moment when the status quo becomes unacceptable. It is what makes a real interview possible. From it, people take one of three paths.
1
They switch
They find a solution that works and hire it. The story most interviews capture.
2
They keep searching
They hire and fire several options before one finally sticks.
3
Non-consumption
They want progress but do not act. The largest and most invisible market.
Writing
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Just relaunched
Mastering JTBD Interviews
The complete online course from the people who pioneered the switch interview. Learn to run interviews, build forces diagrams and timelines, and turn what you hear into product decisions.
- ✓ 14 modules with 4 real interviews (incl. B2B)
- ✓ Forces & timeline templates you keep
- ✓ Certificate of completion