Customer Force

aka Customer Forces - motivations pushing/pulling customer (or other decision-maker) between current-state (status quo) and possible-post-purchase/decision-state.

see esp

• 2x2 in Goldratt's Isn't It Obvious?
• Demand-Side Sales
• (2024-04-24) Maurya Backstory Behind Customer Forces Stories (Leanfoundry)
  • which replaced the Customer Forces Canvas