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.