Four Forces of Progress
The Four Forces of Progress
"If F1 and F2 are not greater than F3 and F4, they're not going to move, they're not going to do anything." — Bob Moesta
What It Is
A behavioral model that defines the opposing forces influencing a customer's decision to switch from an old solution (A) to a new one (B). Behavior change is not random but the result of specific causal energies.
When To Use
- Analyzing customer churn or low conversion rates
- Defining the value proposition of a new product
- Understanding why customers fail to convert despite "better" product
- Designing onboarding to reduce friction
The Four Forces
PROMOTING CHANGE
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