Force field analysis

Skill level: Basic


Force field analysis is a simple tool used to understand both positive and negative drivers that influence change. Through this understanding, you can leverage the positive drivers and reduce or negate the negative drivers, which in turn will create the desired change or outcome.


  • Easy to use
  • Compares both sides of a situation for easy identification, analysis, and action

How to Use

  • Step 1.  Identify the problem you wish to analyze and your ideal situation or end state.
  • Step 2.  Within your document or flipcharts, create two columns: one to capture the positive (+) drivers and one to capture the negative (-) drivers.
  • Step 3.  Brainstorm on the drivers moving you towards the ideal situation. Capture brainstorming results under the positive drivers (+) column.
  • Step 4.  Brainstorm on the drivers preventing you from achieving the ideal situation. Capture results under the negative drivers (-) column.
  • Step 5.  Identify or prioritize the positive drivers you can leverage, and identify or prioritize the negative drivers that need action or that should be removed. Prioritize both sets of drivers in terms of how they affect the achievement of your ideal situation.
  • Step 6.  Build and implement the appropriate action plans to achieve the ideal state.

Relevant Definitions

Not Applicable


When reviewing its customer satisfaction results, Courier Company XYZ realized it was missing the mark in a number of areas. To understand what was getting in the way, the company completed the following force field analysis:


Based on this information, Courier Company XYZ realized it should take the following actions:

  • Conduct advertising that highlights its strengths, including people and technology capabilities.
  • Determine why employees are not resolving or escalating issues in a timely basis. Develop training and recognition programs that drive the right behaviors.
  • Assess the reasons the SLAs are missed, and implement corrective actions that will help resolve the root causes.
  • Consider creating a loyalty program that rewards customers for their continued business (for example, offer rewards and incentives like volume rebates and pricing discounts).


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