Dyson, Apple, Canva, and Starbucks share one thing: they’ve removed barriers and created remarkable brands. Run Frictionless shows business coaches how to help their clients do the same — with 4Q, an easy-to-use framework for scaling a business. If you like product–market fit, you’ll love 4Q. It introduces three new fits: one produces revenue, one produces scale, and one produces growth.
Every coach needs this book
01 See where value is created
4Q groups people, processes, and tasks into four quadrants so you and your clients can see exactly where time is spent and friction accumulates — from the first session.
02 Teach better decision-making
4Q makes good decisions visible and repeatable. Clients learn the knock-on effects of moving from one quadrant to another — and keep thinking that way long after the engagement ends.
03 Coach to measurable outcomes
Three fits. Three results. One produces revenue, one produces scale, one produces growth. You'll always know what your client is working toward — and whether it's working.
04 Make friction everyone's problem
Friction isn't a sales problem or a delivery problem — it's an organisational one. 4Q embeds friction-reduction thinking across the whole client business, not just at the top.
05 Works with your existing tools
4Q complements the Business Model Canvas, Agile, and other frameworks your clients already use. Layer it into existing engagements — no need to start from scratch.
INSPIRED BY
SILICON VALLEY
VETERANS
Run Frictionless builds on the foundational concepts of customer development and product–market fit, introduced by Silicon Valley pioneers Steve Blank and Marc Andreessen. 4Q takes those ideas and puts them in the hands of business coaches — as a practical, teachable framework your clients can act on from day one.
A year
in the
making
240
coffees
390
hours
292
PAGES
3
HISSY FITS
2
BREAKTHROUGHS
2
REWRITES
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run frictionless
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