Summary: <a href="http://jobstobedone.org/wp-content/uploads/2012/02/Screen-Shot-2012-10-29-at-7.16.58-PM.png" target="_blank"></a> This week we talk through one of the tools that we use as we try to find Jobs-To-Be-Done: The Progress Making Forces Diagram. This diagram is used to understand the forces that are at play when a consumer seeks to make progress (by purchasing a product or service). Each force is unpacked and discussed in detail: The Push of the Current Situation The Pull of the New Solution The Anxiety of the New Solution The Allegiance to the Current Situation We also discuss how the Progress Making Forces diagram is used in conjunction with JTBD interviews, and take a deep dive into interviewing techniques that we use to tease out forces such as the anxiety that consumers have about the new solution. Use the diagram below to follow along with the discussion. Also, feel free to use this diagram as you see fit (without altering the diagram to remove the Copyright or Re-Wired logo). Listen to the Show Coming Up Next Week Topics for discussion for next week will include Jobs-to-be-Done basics, and the Jobs that Custom Software Shop is hired to do. If you have a topic that you'd like us to discuss in future episodes, leave a comment below! Make sure you don't miss upcoming episodes! Subscribe to Jobs-To-Be-Done Radio using <a href="http://feeds.feedburner.com/jtbd-radio">this feed.</a> iTunes/iPhone users can new subscribe to this Podcast in <a href="http://bit.ly/jtbditunes">iTunes</a>! In Case You Like Reading More Than Listening All right, this is Doug Crets and we're back finally two Jobs-to-be-Done Radio. We've done about three weeks worth of these and we've got a really cool show this time. We've got partner Bob Moesta and his partner Chris Spiek talking about the Progress Making Forces diagram many of you have called in and e-mailed us about. Asking, "What does that look like? What do these forces mean? What are they?" We're going to just kick it off with having Bob tell us what are these forces and how do they figure into the whole Jobs-to-be-Done theory. Then we'll take it from there. Bob: so… Chris: Hey, Bob, before you get started. Bob: Yeah. Chris: Before you get started I want to say for people that are listening, if they want to see this in front of them while you talk, go to <a href="http://www.TheReWiredGroup.com">www.TheReWiredGroup.com</a> and then on the top menu bar you will see The Blog. From there you can find the Jobs-to-be-Done Radio Posts and we will post that image so people can actually take a look at it as you're talking through it. Go ahead. I just wanted to inject that. Bob: As methods and tools have been evolving over time, this diagram is really what has been in my head the whole time. How do you see and find the jobs? It's the foundations of Jobs-to-be-Done in the context of it. We've talked about the different ways in which people consume and how they are pushed and pulled and why they don't consume. It's really an engineer's way of looking at the market. To me, it really helps us understand where we need to design and figure out things when people go to switch or go to make progress. The big way to look at it is going from left to right across the screen. If I am going to the left it's more like "business as usual" and I'm not making "progress." In the middle is the person who is trying to make "progress" and it's like, "Am I really going to make 'progress' or not?" Any time that they are struggling, to me, the struggling it's like the seed of innovation. Where people struggle to do something it's like they care about it, they want to do something different. There is something being pulled there. It's like that struggle, that conflict is the fundamentals of, to me, it's innovation. Doug: And then…?
