Alongside Clay Christensen, Bob Moesta has been described as 'one of the key architects
' of Jobs to be Done theory. He's extended the initial theory in multiple directions, one of which is his Switch workshop
, which he delivers under the banner of the Re-Wired Group.
Moesta and his team believe strongly that consumers don't simply adopt a product, they switch from something else. Each time you 'hire' a product, you 'fire' the incumbent. And, during this period of change, there are four forces that act upon you which influence your decision.
Two forces incline you towards
making a change and two incline you against
First is the push. This starts with frustration with your current situation, a sense that the 'as-is' is sub-optimal, or even downright broken. This triggers the action of looking for something else.
Then, there's the pull. When you hear about something else that's better, you want to check it out. I'm old enough to remember when Google's search engine was first released. The word of mouth was incredible. It's viral growth was like wildfire. People would just tell you 'This is so much better than anything else' and you only needed to try it once to jump onboard.
There are also two forces that preserve the status quo.
The first is habit, which is a huge thing to overcome. As a new product developer, 'Good enough' is your biggest enemy. Many Product Managers still use Excel to manage their backlogs because it's good enough. There isn't enough of a push to cause them to switch to Trello, Jira etc.
Next is the anxiety which accompanies loss aversion, the innate fear of the new.