4 Points Strategy Framework
The OG of all frameworks. The 4 Points Strategy Framework is a simple yet powerful tool for building strategic clarity. It helps identify a human problem, uncover a deep behavioral insight, leverage a brand's unique advantage, and shape a sharp strategic direction. No fluff, just focus. Author: Mark Pollard, founder of Sweathead and author of Strategy Is Your Words.
Example Application: Snickers
Campaign Result
This example shows how the 4 Points framework can be applied to identify a human problem, uncover a behavioral insight, leverage brand advantage, and shape strategic direction.
Ideal For
Creative briefs, reframing categories, finding emotional tension
Simple and intuitive structure anyone can use
Brings sharp creative focus and emotional depth
Less Ideal For
Performance campaigns, media channel planning, granular targeting
Doesn't replace full research or segmentation
Can feel repetitive without fresh insights
