Customer Behaviour: Four Forces of Progress

Understanding customer behaviour is crucial. The Four Forces of Progress framework, part of the Jobs-to-be-Done (JTBD) theory, explains what motivates people to adopt or switch to a new product or service. These forces help businesses understand customer behaviour and make strategic choices to influence it.

The Four Forces include two forces that drive change (Push of the Situation and Pull of the New Solution) and two that resist change (Anxiety of the New Solution and Habit of the Present Solution). Let’s explore each of these forces with relatable examples to illustrate how they impact customer decisions.

Push of the Situation

• Explanation: This is the underlying discomfort or dissatisfaction that makes a customer want to change. The “push” comes from the current situation that is causing frustration, inconvenience, or unmet needs. This pain or friction is the initial motivator for someone to start looking for alternatives.
• Example: A professional struggling with an old laptop that crashes often and operates slowly might feel a strong “push” to look for a new device. Their frustration with the time wasted and inability to work efficiently makes them ready to consider an upgrade.
• Influence on Behavior: Businesses can amplify this push by highlighting the pain points or limitations of the current solution. For instance, a laptop brand might run ads emphasizing the productivity lost due to slow computers, reinforcing the feeling that the current solution is holding the customer back.

Pull of the New Solution

• Explanation: The “pull” represents the appeal of a new solution that promises to resolve the customer’s problem and make their life easier or better. It’s the allure of improved functionality, convenience, or status associated with the new offering.
• Example: The professional looking for a new laptop sees an ad for a lightweight, high-speed device with extended battery life. The sleek design and enhanced performance pull them towards it, imagining how much smoother their workday could be with this new solution.
• Influence on Behavior: Brands can strengthen this pull by showcasing the specific benefits of their product and how it uniquely solves the customer’s problem. Apple, for example, often emphasizes design, ease of use, and integration with other devices to create a strong pull for its products.

Anxiety of the New Solution

• Explanation: Anxiety is the fear, uncertainty, or doubt a customer feels about switching to something new. Concerns about quality, reliability, cost, or compatibility with their current routine can create hesitation and resistance to change.
• Example: Despite being interested in the new laptop, the professional worries about the high cost, wondering if it’s worth the investment. They may also be concerned about data transfer, compatibility with existing software, or potential technical issues that come with learning a new system.
• Influence on Behavior: To reduce anxiety, companies can provide reassurances through warranties, easy return policies, customer reviews, or free trials. For example, many software companies offer a 30-day free trial to let customers test the product and reduce any doubts about switching.

Habit of the Present Solution

• Explanation: Habit is the comfort and familiarity of sticking with what one already knows, even if it isn’t perfect. People are often reluctant to change because they’re used to their current solutions and don’t want to deal with the learning curve or potential risks of switching.
• Example: Even though the professional’s laptop is outdated, they may feel a reluctance to switch due to familiarity with the setup and routine. They know all the shortcuts, have everything organized on their current device, and don’t want to invest time in transferring data or learning new features.
• Influence on Behavior: To disrupt this habit, companies can make switching easy and show customers how quickly they can adapt to the new product. For instance, cloud storage services like Google Drive emphasize the ease of transferring and accessing data from any device, reducing the friction of leaving behind an old setup.

Example

Let’s look at the success of Spotify in overcoming these four forces to become a leading music streaming platform:

1. Push of the Situation: Many music listeners grew tired of purchasing individual songs or albums and found it cumbersome to download and organize files. There was also a need to access music on multiple devices without manually transferring files.

2. Pull of the New Solution: Spotify introduced an extensive music library accessible with just a subscription, allowing users to stream music anywhere, anytime, with personalized playlists and recommendations, making it an attractive alternative.

3. Anxiety of the New Solution: Some customers hesitated because of concerns about data usage, internet requirements, or subscription cost. Spotify reduced this anxiety by offering a free trial of its premium version, allowing users to experience the benefits without commitment.

4. Habit of the Present Solution: Many listeners were used to their MP3 libraries or local music collections. Spotify addressed this habit by allowing users to import local music files and providing an easy way to discover new music, making it simple for users to transition fully to the streaming model.

By understanding and strategically addressing each of these forces, Spotify successfully influenced customer behaviour, leading to widespread adoption and loyalty. The Four Forces of Progress model demonstrates how focusing on both the motivators and resistors to change can shape effective product development and marketing strategies, making it easier for customers to progress towards solutions that truly meet their needs.