We all want to build better products but what does “better” really mean? Simply throwing more features at customers and waiting to see what works, no longer works because customers today have many choices. When they don't get what they want from you, they simply leave and switch to something else. In this talk, you’ll learn how to uncover four key causal forces that drive all customer behavior: Push, Pull, Inertia, and Friction. Understanding these four forces helps you uncover the right problems worth solving and build solutions that attract and retain customers.