Four Forces template
Get to grips with the factors that drive demand for your products
Drag and drop to add content to this group
Drag and drop to add content to this group
Drag and drop to add content to this group
Drag and drop to add content to this group
Push away from current way
Pull towards new way
Anxiety (reasons why not to adopt new way)
I'm excited about a new solution because...
My current way is better because...
What if with the new way...
The new way
Habit (reasons not to stop current way)
In choice: I don't know if this will get my 'job' done In use: Is it living up to my expectations?
External: Something changed in the world Internal: Something changed in me
Idea of a better life Solution preference
The current ways
I'm frustrated by...
About this template

This template helps you and your team understand:

  • what drives demand for your products and services
  • the factors that might hinder demand

It’s designed for use with the Jobs to be Done framework but you can use it independently too.

It helps you to frame your thinking about the motivations behind customer or user demand, and to identify areas of weakness that might prevent people from using/adopting your products. You can find out more about the Four Forces model in this blog post by Alan Klement.

You can use it solo or as a group. With a group, if you’re working at the same time, we recommend using the stack to allow people to form their own ideas before sharing with the group.

To use this template:

  1. Start by identifying push and pull factors – these are the demand generators. Use the prompts in the orange stickies to help shape your ideas. Aim to identify at least a few of each.
  2. Then move on to considering the demand reducers, again using the prompts in the orange stickies to shape your ideas.

Once everyone has had an opportunity to input, you might find it helpful to merge similar ideas and/or rewrite them so that you have a succinct record of the discussion.

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