Variations in the pushes that customers experience also explain why the same customer might go back and forth between different products for the same JTBD. Sometimes, Clarity might be better; sometimes, attending a conference might be better. It all depends on the context of the struggle.
The reason that many options coexist is that the pushes that shape a desire for change contain many variations. Someone may want advice from successful entrepreneur Mark Cuban; however, that person may not be in a rush or may not even be sure exactly what his problem is. For these reasons, this person is willing to wait for the next time Mark Cuban speaks at a conference. Conversely, another entrepreneur might urgently need help with a specific problem that she knows Mark Cuban has solved and so is willing to pay a premium to have Cuban talk directly with her.