All great results in our universe are founded in motions and forces the most minute.
—John Joly

A principle of physics is that a body can only be in motion if a force has been applied to it. So by deduction, if the body is in motion, a force must have been applied.
This notion can lead you to powerful insights. Whenever you observe someone making a change, you should ask:

You may already naturally ask these questions. But it is likely that you don’t give them much thought. The more mindfully and systematically you identify driving forces, the more effectively you will identify new revenue opportunities and the more effectively you will assist your customers in leading desired changes.

Be aware of all the changes happening in your customer’s organization.

Use the changes as vehicles to discover the forces at play in the organization. Start by asking questions like: What is driving this change? What is this change expected to achieve? As your customer provides answers, put them in the appropriate categories of the Four Forces model. Then, to complete your understanding, ask questions in the categories where you do not have answers.

As you develop a complete picture of the organization, add “color” to it by understanding which people are associated with the various forces. For example: Whose internal need is being satisfied by the change? Which people are aligned with the change and what power are they using to drive it?
Then, use your knowledge of the organization to align with power and identify opportunities.

Always have your “change detector” turned on to the highest sensitivity. See changes as opportunities to understand forces and characterize behavior. Align with changes and align with forces.