Switching Forces - A guide

The Switching Forces framework, originally developed by Bob Moesta and the Rewired Group, builds upon the Jobs to Be Done (JTBD) framework by providing a structured way to understand why people switch from one product, service, or behaviour to another.

While JTBD uncovers the deeper motivations behind why customers ‘hire’ a product, the Switching Forces Model systematically breaks down the specific drivers and barriers that promote or impede change.

Read our Switching Forces guide here