A New Approach to Customer Motivation

What do customers want?

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Customer tends to have a vision of your product and how it can

benefit them?
o Understand that vision

Understanding Consumer Demands:

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Demand Creating

Push

Pull

Habi
t

Anxiet
y

Demand Creating

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Forces of Demand (How Consumers Think)

o Push: Its about me as the consumer and my struggle. My
current situation is no longer going to work. I need something
o

different.
Pull: Activated by the product, but about customers vision for
a better life. (Its the pull of the product that creates a need.

It is taking a want to a need)

Anxiety: Will the solution actually work? Will there be
unexpected consequences? (Limiting biases about the
product after the pull on the viability of the product.) If your

marketing doesnt neutralize my anxiety, I will never switch.

o

(Focus on reducing limiting biases than the pull.)

Habits: Am I willing to give up what Im using now?

Timeline:
The Switch Interview:
Connecting the Consumer Timeline with the Forces of demand to
understand the driving factors behind a purchase.
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Study switching behavior

Put the timeline and forces to use
Understand the hiring and firing process
Understand the consideration set
Youre digging for emotion