The Forces Model
What's actually acting on this person?
Conversations fail not because you said the wrong thing, but because you didn't know what was acting on the person when they said yes — or no.
Tension
Conflict between what someone says they value and what their actions reveal.
“She says the deal isn't about price. But she's asked about payment terms in every meeting.”
Unspoken Truth
A shared reality that both parties sense but neither will say aloud.
“They both know their champion is leaving. Neither has acknowledged it.”
External Force
Outside pressure being applied to this person that they're not mentioning.
“The board meeting is in three weeks. He hasn't said it, but the timeline just got compressed.”
Internal Force
Internal factors within this person that are helping or hurting the relationship.
“She's been burned by a vendor before. She'll need three proof points before she'll commit.”
Deepened after the Acme implementation failed.
Person-First
Forces belong to people. Not accounts.
When Sarah Chen left Acme Corp and joined TechCo, her CRM history disappeared. But the tension she carries about vendor accountability didn't. Conversations Copilot tracks forces at the person level, so when she shows up in a new deal, you already know what matters to her.
Conversation 1 March 3
Vendor accountability tension
“She mentioned a past vendor situation. Didn't elaborate.”
Status
Surfacing
Solvability
Unknown
Scope
Individual
Impact
Unclear
(← → to navigate)
vs Gong
They tell you what was said.
We tell you what's acting on the person.
vs CRM
They manage pipeline stages.
We manage what people are struggling with.
vs Otter
They transcribe.
We prepare you for what's next.
Stop guessing what's happening in the room.
Capture what happened, review the signals, and keep the dynamics that are actually true.
Start preparing differently