In this video
What you'll learn
Demand-side, not supply-side
Buyers switch on the forces pushing them forward and holding them back, not on your features.
All demand is emotional at its origin
The myth that B2B is rational and B2C is emotional quietly breaks your GTM.
Only a strong struggle triggers a switch
You'll learn to tell a real switching moment from a minor annoyance.
The Six Forces & Desires
One lens reads any switch: Pushes, Pulls, and Desires against Status Quo, Anxieties, and Avoidances.
One deal, four switches
A single B2B decision is really four parallel switches across the buying group.
Why this topic matters
Most GTM fails not because the product is wrong, but because teams misread why buyers change. Buyers rarely move from awareness to action in one step — and in B2B, a single deal is several people switching for different reasons, on different clocks. Read the forces behind the switch, and positioning, messaging, and timing stop being guesswork.
You'll learn from
John Gusiff
Founder Customer Centric Solutions LLC
John is a Make It Toolkit–certified behavioral design strategist specializing in CX Strategy, Jobs-to-be-done research, GTM strategy & positioning, and experience design. He helps companies translate behavioral insights into systems that drive customer progress, advocacy, and loyalty.
Consulted at:
Go deeper with a course
JTBD Switch Interviews: Discovering Why Customers Actually Buy
John Gusiff
Managing Partner, Customer Centric Solutions LLC
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