The forces compelling change to a new solution: First of all, the push of the situation—the frustration or problem that a customer is trying to solve—has to be substantial enough to cause her to want to take action. A problem that is simply nagging or annoying might not be enough to trigger someone to do something differently. Secondly, the pull of an enticing new product or service to solve that problem has to be pretty strong, too. The new solution to her Job to Be Done has to help customers make progress that will make their lives better. This is where companies tend to focus their efforts,
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