Stop Borrowing Category Language Using 4 Points Strategy Framework
If your brand strategy sounds like it was written by a committee of wet blankets using a 'Marketing Buzzword Bingo' card, you’re the problem. Most brands suffer from 'Category Blindness' - they’re so busy copying their competitors’ homework that they end up sounding like a generic, AI-generated brochure for a company that doesn't exist. This guide is the antidote to that sea of sameness. The 4 Points Strategy Framework is designed to strip away the 'innovative solutions' and 'client-centric' garbage to find a direction that actually has teeth. If you can't articulate why you're different without using the word 'leverage,' you aren't a strategist; you're a parrot. Let's fix that.
The TL;DR
Stop sounding like everyone else. Use the 4 Points Framework to identify the human mess (Problem), the secret truth (Insight), your actual weapon (Advantage), and a singular battle plan (Strategy) that doesn't rely on industry jargon.
Why This Stops You From Being a Category Clone
Most strategies are just a list of things you hope are true. This framework is a reality check that exposes when you're just borrowing someone else's clothes.
PROBLEM
Ignore 'low brand awareness.' That's your CFO's problem. What is making your customer's life annoying? If you can't find a human tension - fear, boredom, status-seeking, or frustration - you're just shouting into a void.
INSIGHT
This is the Insight. It’s the secret reason people do what they do. It should feel a little bit like you’re eavesdropping on a therapy session. If it doesn't make the room feel slightly awkward, it's just a fact, not an insight.
ADVANTAGE
Stop lying about 'innovation.' What do you have that they can't buy? Is it a specific design choice, a legacy of failure you learned from, or a feature that actually works? It needs to be the specific tool that solves the Problem.
STRATEGY
This is the Strategy. It’s the marching order. It’s a single, aggressive sentence that connects the dots. If it could work for your competitor, throw it in the trash and start over.
PROBLEM
Ignore 'low brand awareness.' That's your CFO's problem. What is making your customer's life annoying? If you can't find a human tension - fear, boredom, status-seeking, or frustration - you're just shouting into a void.
INSIGHT
This is the Insight. It’s the secret reason people do what they do. It should feel a little bit like you’re eavesdropping on a therapy session. If it doesn't make the room feel slightly awkward, it's just a fact, not an insight.
ADVANTAGE
Stop lying about 'innovation.' What do you have that they can't buy? Is it a specific design choice, a legacy of failure you learned from, or a feature that actually works? It needs to be the specific tool that solves the Problem.
STRATEGY
This is the Strategy. It’s the marching order. It’s a single, aggressive sentence that connects the dots. If it could work for your competitor, throw it in the trash and start over.
How to Fail at Being Different
(A list of things that make me want to retire)
- ×Using 'Industry Leader' as an Advantage (it’s a self-appointed title, not a strategy)
- ×Defining the Problem as 'customers don't know we exist' (narcissism isn't a strategy)
- ×Confusing an Insight with a demographic ( 'Millennials like phones' is not an insight)
- ×Writing a Strategy that uses more than three adjectives (keep it sharp, not flowery)
- ×Borrowing the 'tone' of the category leader because it feels 'safe'
- ×Ignoring the Advantage because it feels 'too niche' or 'unprofessional'
- ×Trying to solve three problems at once because you're afraid of being wrong
- ×Using 'best-in-class' in any of the four boxes (instant disqualification)
If your strategy doesn't feel a little bit risky, you're just participating in the category, not leading it.
Real Examples
Premium Coffee Subscription
Escaping the 'artisanal, small-batch, ethically-sourced' cliches of the coffee world.
PROBLEM
Coffee drinkers are tired of feeling like they’re failing a chemistry test just to get a caffeine fix.
INSIGHT
They secretly miss the simplicity of 'diner coffee' but their ego won't let them drink the cheap stuff.
ADVANTAGE
A flavor-first mapping system that uses words like 'toast' and 'chocolate' instead of 'fermented hibiscus notes.'
STRATEGY
Demystify the morning ritual by mocking the bean-snobs and owning the 'Fancy Regular Joe' territory.
PROBLEM
Coffee drinkers are tired of feeling like they’re failing a chemistry test just to get a caffeine fix.
INSIGHT
They secretly miss the simplicity of 'diner coffee' but their ego won't let them drink the cheap stuff.
ADVANTAGE
A flavor-first mapping system that uses words like 'toast' and 'chocolate' instead of 'fermented hibiscus notes.'
STRATEGY
Demystify the morning ritual by mocking the bean-snobs and owning the 'Fancy Regular Joe' territory.
Enterprise Cybersecurity
Moving away from 'military-grade encryption' and 'proactive threat detection' jargon.
PROBLEM
CEOs view security as a boring tax that only gets noticed when things go horribly wrong.
INSIGHT
They don't care about 'threat vectors'; they care about not being the 'guy who got hacked' in the Wall Street Journal.
ADVANTAGE
A real-time 'Reputation Score' dashboard that quantifies the risk to their personal legacy, not just the servers.
STRATEGY
Pivot from 'Defensive Infrastructure' to 'Legacy Protection' for leaders who value their ego more than their uptime.
PROBLEM
CEOs view security as a boring tax that only gets noticed when things go horribly wrong.
INSIGHT
They don't care about 'threat vectors'; they care about not being the 'guy who got hacked' in the Wall Street Journal.
ADVANTAGE
A real-time 'Reputation Score' dashboard that quantifies the risk to their personal legacy, not just the servers.
STRATEGY
Pivot from 'Defensive Infrastructure' to 'Legacy Protection' for leaders who value their ego more than their uptime.
HR & Payroll Software
Competing against the 'empowering your workforce' and 'culture-first' corporate fluff.
PROBLEM
Employees treat HR software like a digital dentist appointment - necessary, but painful and avoided at all costs.
INSIGHT
Nobody 'engages' with HR tools; they use them to see how much money they made and how fast they can leave for vacation.
ADVANTAGE
A 'Get-In-Get-Out' interface designed to be used for less than 60 seconds a week.
STRATEGY
Stop pretending to be a 'Culture Builder' and own being the 'Utility Belt' that gets people back to their real lives.
PROBLEM
Employees treat HR software like a digital dentist appointment - necessary, but painful and avoided at all costs.
INSIGHT
Nobody 'engages' with HR tools; they use them to see how much money they made and how fast they can leave for vacation.
ADVANTAGE
A 'Get-In-Get-Out' interface designed to be used for less than 60 seconds a week.
STRATEGY
Stop pretending to be a 'Culture Builder' and own being the 'Utility Belt' that gets people back to their real lives.
Frequently Asked Questions
What if my boss insists on using the word 'Innovative' in the Strategy?
Tell them 'Innovative' is a result, not a strategy. If you have to say you're innovative, you probably aren't. Find the specific thing you're doing that *is* innovative and describe that instead.
Can I use the same Insight as my competitor if it's true?
Only if you want to be their shadow. A true insight is a weapon; if you're both holding the same gun, it's just a standoff. Find a different angle on that truth or find a new truth.
How do I know if my Problem is 'human' enough?
If the problem can be solved by a spreadsheet, it’s a business problem. If it can be solved by a drink, a hug, or a vent session, it’s a human problem. Aim for the latter.
Is the Strategy just a tagline?
No. A tagline is the paint job; the Strategy is the engine. The Strategy tells the company what to do; the tagline tells the customer what to think. Don't confuse the two.
Why does the Advantage have to be 'unfair'?
Because 'fair' advantages are easily copied. If your advantage is just 'we work hard,' you're going to get steamrolled by someone with a better tool or a bigger budget. Find your cheat code.
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