Forces of Progress

Forces of Progress are a representation of how customers hire and fire solutions—the forces that cause customers to switch to or away from a product/service.

Forces of Progress

The primary forces are the “Push” and “Pull.” A Push is something that pushes us out of our current situation. One example is the Push we all experience mid-afternoon. This is the point in our circadian rhythm that we are least alert. That Push links up with the Pull of solutions to our mid-afternoon slump. The Pull is the attraction of something new.

There are many products that we “hire” to solve this slump: coffee, running shoes/kit, naps, energy drinks, etc. (See my short blog on 5-hour Energy.)

Notice that the solutions we hire are neither based in product categories or customer demographics. Also, the Push and Pull must occur at the same time/place.

The minor forces are the things that, in principle, can prevent adoption of a solution that solves the Push with an appropriate Pull. The anxiety of the new and our old habits can counteract the linked Push-Pull.

These counteracting forces matter—and their resolution is often the object of the work of smart salespeople—but they cannot be resolved outside the specific context of the matched Push and Pull.

The design of this lens was influenced by:

The Forces of Progress lens is introduced as part of our live, online Innovation Science Bootcamp.

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