Find Behavioral Truths Driving Choice Using the 4 Points Strategy Framework
People are irrational, messy, and they lie to focus groups because they want to look smarter than they are. If your strategy is based on what customers *say* they want, you’re already doomed. This guide is for the strategist who is tired of 'demographics' and 'personas' that look like stock photos. We’re digging for behavioral truths - the weird, uncomfortable, and often selfish reasons people actually choose one thing over another. The 4 Points Strategy Framework is your shovel. Use it to stop guessing and start manipulating the actual levers of human choice, because 'brand awareness' doesn't pay the bills.
The TL;DR
Stop treating customers like spreadsheets. Identify the real human friction (Problem), the secret 'why' they won't admit (Insight), your one actual weapon (Advantage), and the singular battle plan (Strategy) to force a choice.
Why This Beats Your Current 'Vibe-Based' Strategy
Most strategies fail because they assume people are logical. They aren't. This framework forces you to build on the bedrock of human behavior rather than the shifting sands of marketing trends.
PROBLEM
Do not give me 'low sales' or 'competitor growth.' What is the emotional or cognitive wall the customer is hitting? Are they paralyzed by choice? Are they afraid of looking like an idiot? Is the status quo just 'easier' than trying your solution? If you can't describe the pain, you can't sell the cure.
INSIGHT
This is the Insight. It’s the hidden motivation. People don't buy luxury watches to tell time; they buy them to signal they've 'arrived' while pretending they just 'appreciate craftsmanship.' Find the secret belief that actually drives the behavior. If it doesn't feel a little cynical, it’s probably not an insight.
ADVANTAGE
What does your brand do that specifically addresses that 'Oof' truth? This isn't a list of specs. It's the one thing you have that makes your brand the only logical (or emotional) choice for a person dealing with that specific problem. If your advantage is 'quality,' go home.
STRATEGY
This is the Strategy. It’s the bridge. It connects the Problem, Insight, and Advantage into a single, aggressive sentence. It’s a marching order that tells everyone exactly how we are going to win this specific fight. If it’s more than 15 words, you’re still over-explaining.
PROBLEM
Do not give me 'low sales' or 'competitor growth.' What is the emotional or cognitive wall the customer is hitting? Are they paralyzed by choice? Are they afraid of looking like an idiot? Is the status quo just 'easier' than trying your solution? If you can't describe the pain, you can't sell the cure.
INSIGHT
This is the Insight. It’s the hidden motivation. People don't buy luxury watches to tell time; they buy them to signal they've 'arrived' while pretending they just 'appreciate craftsmanship.' Find the secret belief that actually drives the behavior. If it doesn't feel a little cynical, it’s probably not an insight.
ADVANTAGE
What does your brand do that specifically addresses that 'Oof' truth? This isn't a list of specs. It's the one thing you have that makes your brand the only logical (or emotional) choice for a person dealing with that specific problem. If your advantage is 'quality,' go home.
STRATEGY
This is the Strategy. It’s the bridge. It connects the Problem, Insight, and Advantage into a single, aggressive sentence. It’s a marching order that tells everyone exactly how we are going to win this specific fight. If it’s more than 15 words, you’re still over-explaining.
Ways You'll Screw This Up (And Waste the Budget)
(Read these before you present your half-baked deck)
- ×Confusing an observation ('People use phones at night') with an insight ('People use phones at night to avoid the crushing silence of their own thoughts')
- ×Making the 'Problem' about your lack of revenue instead of the customer's lack of a solution
- ×Listing 'Trust' or 'Innovation' as an Advantage (those are table stakes, not advantages)
- ×Writing a Strategy that is just a generic goal like 'increase market share by 10%'
- ×Ignoring the Insight because it makes the brand look 'mean' or 'un-inspirational'
- ×Creating a 'Strategy' that doesn't actually require making a hard choice
- ×Failing to connect the four points - they should read like a logical, inevitable chain
- ×Trying to solve for every customer instead of the one specific behavior you've identified
If you aren't slightly uncomfortable with how honest your Insight is, you're just doing regular, boring marketing.
Real Examples
High-End Fitness Apps
Getting 'unmotivated' professionals to pay for a premium subscription.
PROBLEM
People buy fitness apps to feel productive, but the endless library of workouts just makes them feel guilty for not doing enough.
INSIGHT
Users don't actually want 'infinite choice'; they want the absolution of being told exactly what to do so they can stop thinking.
ADVANTAGE
A 'Single Daily Path' feature that removes all choices and just gives them one 20-minute task.
STRATEGY
Position the app as the 'Decision-Free Zone' for high-stress achievers who are tired of making choices.
PROBLEM
People buy fitness apps to feel productive, but the endless library of workouts just makes them feel guilty for not doing enough.
INSIGHT
Users don't actually want 'infinite choice'; they want the absolution of being told exactly what to do so they can stop thinking.
ADVANTAGE
A 'Single Daily Path' feature that removes all choices and just gives them one 20-minute task.
STRATEGY
Position the app as the 'Decision-Free Zone' for high-stress achievers who are tired of making choices.
Sustainable Cleaning Products
Competing against cheap, toxic legacy brands.
PROBLEM
Most people feel guilty about the environment, but not enough to spend 3x more or have a house that smells like vinegar.
INSIGHT
Sustainability is often a 'social performance'; people want to *feel* like a good person without the actual inconvenience of being one.
ADVANTAGE
Aesthetic, refillable glass bottles that look like high-end decor on a kitchen counter.
STRATEGY
Turn 'Saving the Planet' into a 'Status Symbol' for the modern, design-conscious home.
PROBLEM
Most people feel guilty about the environment, but not enough to spend 3x more or have a house that smells like vinegar.
INSIGHT
Sustainability is often a 'social performance'; people want to *feel* like a good person without the actual inconvenience of being one.
ADVANTAGE
Aesthetic, refillable glass bottles that look like high-end decor on a kitchen counter.
STRATEGY
Turn 'Saving the Planet' into a 'Status Symbol' for the modern, design-conscious home.
Enterprise Cyber-Security
Selling to mid-level IT Managers who are risk-averse.
PROBLEM
IT Managers aren't looking for 'the best tech'; they are looking to not get fired when something inevitably goes wrong.
INSIGHT
The fear of being the 'scapegoat' for a data breach is more powerful than the desire for technical excellence.
ADVANTAGE
A 'Compliance-First' reporting dashboard that creates an automated paper trail of 'due diligence' for the board.
STRATEGY
Shift the value prop from 'Stopping Hackers' to 'Protecting Your Career' through bulletproof documentation.
PROBLEM
IT Managers aren't looking for 'the best tech'; they are looking to not get fired when something inevitably goes wrong.
INSIGHT
The fear of being the 'scapegoat' for a data breach is more powerful than the desire for technical excellence.
ADVANTAGE
A 'Compliance-First' reporting dashboard that creates an automated paper trail of 'due diligence' for the board.
STRATEGY
Shift the value prop from 'Stopping Hackers' to 'Protecting Your Career' through bulletproof documentation.
Frequently Asked Questions
What if my behavioral truth is 'they just want the cheapest price'?
Then you don't have a strategy; you have a commodity. Either find a different truth (like 'they want to feel smart for finding a deal') or prepare to go out of business.
Is the 'Insight' always negative?
Not always, but it’s usually rooted in a tension. If it's all sunshine and rainbows, it's probably a marketing platitude, not a behavioral truth.
Can I use this for B2B?
Yes. B2B buyers are still humans with egos, fears, and a desire to leave work at 5 PM. Find the behavioral truth behind the 'professional' mask.
How do I prove a behavioral truth to a skeptical CMO?
Show them the gap between what people say in surveys and what they actually do. Data tells you 'what,' but the 4 Points tells you 'why.' If the 'why' makes sense, the CMO will buy it.
Does the 'Strategy' have to be a slogan?
No. In fact, it shouldn't be. It's an internal compass. If it sounds like a catchy ad, you're probably skipping the hard work of defining the direction.
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