Identify Strategic Tension Using the 4 Points Strategy
If your strategy deck feels like a warm hug, it’s probably useless. Real strategy requires tension - the kind of friction that makes stakeholders uncomfortable because it actually points at a problem worth solving. Most 'strategies' are just lists of goals disguised as a plan. The 4 Points Strategy Framework is designed to find the snap. It’s for the strategist who is tired of 'alignment' meetings that result in nothing but beige ideas. We’re going to find the human mess, pair it with a truth you’re probably afraid to say out loud, and weaponize your brand’s actual strengths to cut through the noise. If there’s no tension, there’s no movement. Let’s find the friction.
The TL;DR
Stop writing polite strategies. Use the 4 Points Framework to identify the human friction (Problem), the uncomfortable truth (Insight), and your actual weapon (Advantage) to create a direction (Strategy) that actually has teeth.
Why Tension is Better Than 'Alignment'
Alignment is what happens when everyone agrees to be mediocre. Tension is what happens when you find a problem worth fighting. This framework forces the tension into the light.
PROBLEM
Forget your sales targets. What is the friction in the customer's life? What are they struggling with, avoiding, or lying to themselves about? If it doesn't hurt a little, it's not a real problem.
INSIGHT
This is the Insight. It’s the hidden 'why.' It’s the thing they do when nobody is watching. It should feel like a revelation that makes the Problem suddenly make sense.
ADVANTAGE
This is your Advantage. Not your 'values' or your 'mission statement.' What functional or emotional tool do you possess that can actually resolve the tension you've identified?
STRATEGY
This is the Strategy. One sentence. It’s the 'How.' It connects the dots with enough force to actually change behavior. If it’s boring, start over.
PROBLEM
Forget your sales targets. What is the friction in the customer's life? What are they struggling with, avoiding, or lying to themselves about? If it doesn't hurt a little, it's not a real problem.
INSIGHT
This is the Insight. It’s the hidden 'why.' It’s the thing they do when nobody is watching. It should feel like a revelation that makes the Problem suddenly make sense.
ADVANTAGE
This is your Advantage. Not your 'values' or your 'mission statement.' What functional or emotional tool do you possess that can actually resolve the tension you've identified?
STRATEGY
This is the Strategy. One sentence. It’s the 'How.' It connects the dots with enough force to actually change behavior. If it’s boring, start over.
How to Fail at Finding Tension
(And end up with another ignored PDF)
- ×Mistaking a 'Business Goal' (increase revenue) for a 'Human Problem' (feeling like a failure).
- ×Using an 'Insight' that is just a demographic fact (e.g., 'Gen Z likes TikTok').
- ×Claiming an 'Advantage' that your competitor also claims (e.g., 'We have great quality').
- ×Writing a 'Strategy' that is just a list of channels (e.g., 'By doing an influencer campaign').
- ×Avoiding the tension because you're afraid it makes the brand look 'negative'.
- ×Trying to solve three problems at once because you're scared to commit to one.
- ×Making the Advantage so technical that it doesn't actually solve the human Problem.
- ×Writing a Strategy so long it needs its own TL;DR.
If your strategy doesn't make someone in the room say 'Wait, can we actually say that?', you probably haven't found the tension yet.
Real Examples
Premium Coffee Subscription
Targeting home brewers who buy expensive beans but make average coffee.
PROBLEM
Aspiring coffee nerds feel like frauds because their expensive gear still produces bitter, mediocre swill.
INSIGHT
They don't actually want to learn the science; they just want the status of serving a 'perfect cup' to guests without the work.
ADVANTAGE
Pre-dosed, grind-specific 'smart' pouches that bypass the need for a $500 grinder or a chemistry degree.
STRATEGY
Position the brand as the 'Cheat Code' for coffee snobbery, focusing on the result rather than the ritual.
PROBLEM
Aspiring coffee nerds feel like frauds because their expensive gear still produces bitter, mediocre swill.
INSIGHT
They don't actually want to learn the science; they just want the status of serving a 'perfect cup' to guests without the work.
ADVANTAGE
Pre-dosed, grind-specific 'smart' pouches that bypass the need for a $500 grinder or a chemistry degree.
STRATEGY
Position the brand as the 'Cheat Code' for coffee snobbery, focusing on the result rather than the ritual.
Budget Travel Insurance
Selling to backpackers who think they are invincible.
PROBLEM
Young travelers view insurance as a 'parent tax' - an expensive buzzkill that they probably won't use.
INSIGHT
They aren't afraid of dying; they are afraid of their trip ending early and having to move back into their parents' basement.
ADVANTAGE
A 'Trip-Resurrector' policy that pays out instantly for gear and flights so the party doesn't have to stop.
STRATEGY
Frame the insurance as a 'Back-up Plan for Chaos' rather than a safety net for catastrophe.
PROBLEM
Young travelers view insurance as a 'parent tax' - an expensive buzzkill that they probably won't use.
INSIGHT
They aren't afraid of dying; they are afraid of their trip ending early and having to move back into their parents' basement.
ADVANTAGE
A 'Trip-Resurrector' policy that pays out instantly for gear and flights so the party doesn't have to stop.
STRATEGY
Frame the insurance as a 'Back-up Plan for Chaos' rather than a safety net for catastrophe.
B2B HR Software
Targeting mid-sized companies with messy hiring processes.
PROBLEM
Hiring managers are drowning in resumes but feel terrified of making a 'bad hire' that makes them look incompetent.
INSIGHT
The 'messy process' isn't the problem; it's the fear of personal professional embarrassment if the new guy quits in 3 months.
ADVANTAGE
A 'Vetting-as-a-Service' layer that provides a 3rd-party 'Seal of Approval' on every shortlist.
STRATEGY
Own the 'Professional Blame-Shield' positioning to give managers the confidence to hit 'Hire'.
PROBLEM
Hiring managers are drowning in resumes but feel terrified of making a 'bad hire' that makes them look incompetent.
INSIGHT
The 'messy process' isn't the problem; it's the fear of personal professional embarrassment if the new guy quits in 3 months.
ADVANTAGE
A 'Vetting-as-a-Service' layer that provides a 3rd-party 'Seal of Approval' on every shortlist.
STRATEGY
Own the 'Professional Blame-Shield' positioning to give managers the confidence to hit 'Hire'.
Frequently Asked Questions
What if my client hates 'tension'?
Then they hate money. Explain that tension is just another word for 'relevance.' If you aren't solving a conflict, you're just making noise.
Can the 'Advantage' be something we're planning to build?
No. Strategy is about what you can do now. If you're basing your plan on a 'maybe,' you're writing a wish list, not a strategy.
How do I know if my 'Strategy' is sharp enough?
If you can swap your brand name for a competitor's and it still makes sense, it’s not sharp enough. Start over and find something they can't say.
Is the 'Insight' always negative?
Not always, but it's usually 'uncomfortable.' It's the secret motivation. If it's purely positive, it's probably just a marketing claim, not an insight.
How long should the 'By' (Strategy) sentence be?
If you can't say it in one breath, you're still trying to please too many people. Keep it under 15 words.
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