Analyse the four forces that drive or inhibit customers switching to a new solution: Push, Pull, Anxiety, and Habit. Developed by Bob Moesta. A structured approach to discovery decisions.
What opportunities should we be pursuing, and how do we know they're worth it?
Analyse the four forces that drive or inhibit customers switching to a new solution: Push, Pull, Anxiety, and Habit.
Demand-Side Sales 101
Run this framework in close contact with real customer data — insights must come from interviews, not assumptions. Use it iteratively: the first pass reveals what you don't know, subsequent passes validate what you've learned.
Don't run discovery as a one-time exercise and declare it done. Avoid mistaking engagement with discovery for validation — watching users isn't the same as testing assumptions. Don't let discovery outputs sit unread; they need to feed into product decisions.