Fix Generic Strategy Using the 4 Points Strategy Framework
Generic strategy is the corporate equivalent of beige wallpaper - it’s everywhere, nobody likes it, and it hides the cracks in your logic. If your current deck is full of words like 'synergy,' 'best-in-class,' and 'customer-centricity,' you’re not strategizing; you’re just filling silence with expensive noise. The 4 Points Strategy Framework is the industrial-strength filter you need to strip away the fluff and force you to make a choice. Strategy is about sacrifice, and generic strategies are for people too scared to leave anything behind. We’re going to find the one sharp edge that actually cuts through the market’s indifference and makes your competition look like they're still reading the 'Strategy for Dummies' handbook.
The TL;DR
Stop being beige. Use the 4 Points to identify a real human mess, an uncomfortable truth, your one actual weapon, and a singular, sharp direction that doesn't sound like a ChatGPT hallucination.
Why This Stops Your Strategy From Being Total Garbage
Most strategies fail because they're too polite. This framework forces you to be honest, which is usually painful but always more effective than 'synergy.'
PROBLEM
Don't give me 'low market share.' That's a you problem. What is the annoyance, fear, or boredom in the customer's life? If you can't describe the problem without using your brand name, you haven't found a real problem yet.
INSIGHT
This is the Insight. It’s not a data point; it’s a 'why.' Why do they do the dumb things they do? What's the secret belief that drives their choices? If the insight doesn't make you feel like a bit of a creep for knowing it, it's probably just a boring fact.
ADVANTAGE
Be honest. Is your product actually better, or are you just louder? Your advantage needs to be the specific tool that solves the Problem. If your advantage is 'our people,' please exit the building.
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, not a slogan. If it doesn't sound like a threat to your competitors, it’s too weak.
PROBLEM
Don't give me 'low market share.' That's a you problem. What is the annoyance, fear, or boredom in the customer's life? If you can't describe the problem without using your brand name, you haven't found a real problem yet.
INSIGHT
This is the Insight. It’s not a data point; it’s a 'why.' Why do they do the dumb things they do? What's the secret belief that drives their choices? If the insight doesn't make you feel like a bit of a creep for knowing it, it's probably just a boring fact.
ADVANTAGE
Be honest. Is your product actually better, or are you just louder? Your advantage needs to be the specific tool that solves the Problem. If your advantage is 'our people,' please exit the building.
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, not a slogan. If it doesn't sound like a threat to your competitors, it’s too weak.
Ways You'll Probably Screw This Up
(And look like a corporate drone)
- ×Using 'Innovation' as an advantage (it's a requirement, not a strategy)
- ×Defining the problem as 'customers don't know about us yet'
- ×Mistaking a demographic (Moms 25-45) for an insight
- ×Writing a strategy that is just a list of three different goals
- ×Being too scared to pick a side and ending up with a 'balanced' (boring) strategy
- ×Using 'marketing-speak' like 'leverage' or 'optimize' in the strategy box
- ×Ignoring the friction because it makes the product look bad
- ×Trying to solve five problems at once because you're afraid of focus
If your strategy doesn't make someone in the room nervous, you're probably still being generic.
Real Examples
Generic SaaS Productivity Tool
Moving away from 'empowering teams' to something people actually want.
PROBLEM
Knowledge workers feel like their entire day is a performance of 'being busy' rather than doing work.
INSIGHT
People don't actually want to collaborate; they want to be left alone so they can finish their work and go home.
ADVANTAGE
A 'Deep Work' engine that physically blocks all internal pings and notifications for 90-minute sprints.
STRATEGY
Position the tool as the 'Anti-Social' software for people who actually value their output over their Slack presence.
PROBLEM
Knowledge workers feel like their entire day is a performance of 'being busy' rather than doing work.
INSIGHT
People don't actually want to collaborate; they want to be left alone so they can finish their work and go home.
ADVANTAGE
A 'Deep Work' engine that physically blocks all internal pings and notifications for 90-minute sprints.
STRATEGY
Position the tool as the 'Anti-Social' software for people who actually value their output over their Slack presence.
Generic 'Premium' Coffee
Escaping the 'quality beans' trap in a saturated market.
PROBLEM
The morning coffee ritual has become a pretentious chore involving scales, timers, and $50 bags of beans.
INSIGHT
High-achievers don't want a 'tasting experience' at 6 AM; they want a high-velocity caffeine hit that doesn't taste like battery acid.
ADVANTAGE
A cold-brew concentrate that delivers 3x the caffeine of a standard cup with zero prep time.
STRATEGY
Own the 'Performance Fuel' space for the 6 AM grinders who view sleep as a necessary evil.
PROBLEM
The morning coffee ritual has become a pretentious chore involving scales, timers, and $50 bags of beans.
INSIGHT
High-achievers don't want a 'tasting experience' at 6 AM; they want a high-velocity caffeine hit that doesn't taste like battery acid.
ADVANTAGE
A cold-brew concentrate that delivers 3x the caffeine of a standard cup with zero prep time.
STRATEGY
Own the 'Performance Fuel' space for the 6 AM grinders who view sleep as a necessary evil.
Generic Financial App
Moving past 'financial freedom' to address real anxiety.
PROBLEM
Young adults feel a paralyzing sense of dread every time they have to check their bank balance.
INSIGHT
They aren't looking for 'wealth management'; they're looking for a way to buy a latte without feeling like a failure.
ADVANTAGE
An 'Anxiety-Free' interface that hides the total balance and only shows 'Safe to Spend' daily amounts.
STRATEGY
Weaponize 'Ignorance is Bliss' by turning budgeting into a daily allowance rather than a monthly post-mortem.
PROBLEM
Young adults feel a paralyzing sense of dread every time they have to check their bank balance.
INSIGHT
They aren't looking for 'wealth management'; they're looking for a way to buy a latte without feeling like a failure.
ADVANTAGE
An 'Anxiety-Free' interface that hides the total balance and only shows 'Safe to Spend' daily amounts.
STRATEGY
Weaponize 'Ignorance is Bliss' by turning budgeting into a daily allowance rather than a monthly post-mortem.
Frequently Asked Questions
My boss wants us to be 'everything to everyone.' How do I use this?
Tell them that 'everything to everyone' is the fastest way to be 'nothing to anyone.' Use the framework to show them how a sharp focus actually wins market share.
What if we don't have a unique advantage?
Then you don't have a strategy; you have a prayer. Go find an advantage - even if it's just how you talk - or prepare to be disrupted by someone who does.
Can the 'Strategy' be our tagline?
No. The strategy is the internal logic. The tagline is the pretty bow you put on it later. Keep the logic sharp and the lipstick separate.
How do I know if my insight is 'uncomfortable' enough?
If you're worried that showing it to a customer would make them defensive, you've found a winner. Facts are safe; truths are dangerous.
Is this framework too simple for a complex B2B market?
Complexity is usually just a mask for a lack of clarity. If you can't explain your B2B strategy in these four boxes, your sales team definitely can't explain it to a prospect.
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