up:: [[Job-To-Be-Done]] # Switching Trigger A switching trigger is an additional event that occurs either before or after the [[JTBD Trigger]] causing the old way to “break”. This “break” could be literal (e.g. iPhone breaks) or just in the mind of the customer (e.g. Apple announces new iPhone). It could be aspirational (e.g. new technology will deliver better outcomes) or consequential (e.g. regulatory will change how things need to be done). But for a switching trigger to cause a customer to take further action, it must cause their happiness level to cross over from satisfaction to dissatisfaction. > Switching trigger = JTBD Trigger + Expectation Violation