Every purchase decision is shaped by 4 forces. Two push toward buying, two pull away. Find out which forces are working for you — and which are working against you.
Before someone buys, four forces are fighting inside their head. Two forces push them toward your product. Two forces pull them back to doing nothing. If the driving forces win, they buy. If the resisting forces win, they bounce. Score each force below to see where your marketing should focus.
Based on the Jobs-to-Be-Done framework by Bob Moesta & Clayton Christensen.
How painful is the customer's current situation?
How attractive is your product?
What fears stop them from buying?
What keeps them in their current behavior?
Score all 20 questions to see your results
It comes from the Jobs-to-Be-Done framework developed by Bob Moesta and Clayton Christensen. Every purchase decision involves four competing forces: the push of the current situation (pain), the pull of the new solution (attraction), the anxiety of the new (fear), and the habit of the present (inertia). When driving forces outweigh resisting forces, the customer buys.
Focus on the force with the biggest impact on your net score. If blocking forces are high, reducing anxiety or breaking habits will move the needle faster than making your product more attractive. If driving forces are low, you need to agitate the problem more or strengthen your offer before spending more on ads.
Always score from the customer's perspective. What matters is their perception — not what you know to be true. If you are unsure, look at your reviews, support tickets, and sales call recordings for real language your customers use.
Re-run it after any major change — new positioning, new offer structure, new landing page, or a shift in your competitive landscape. The forces are not static. A competitor launching a better product increases the habit force. A price drop reduces anxiety. Check quarterly at minimum.
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