Friction slows the customer from reaching their goal and equally 👎 slows a company from making a sale. No matter how talented your people, the greater the friction, the more difficult it is for your business to create a customer.

The salespeople tell you it is a delivery problem. The delivery people tell you it is a sales problem. The truth is it is neither. Eliminating friction is an 🏆 organizational goal.

The 4Qs framework empowers everyone in an organization to make decisions together and predict if a decision is likely to make the next sale frictionless. It organizes people, processes, and tasks into one or more quadrants, such that everyone in the business 🏆 has a clear picture of how their role and decisions touch a customer.

Quadrant 1 identifies customer profiles. Quadrant 2 helps work out what we serve customers. The third quadrant covers brand consistency 🎁 and sharing beliefs. Lastly, Quadrant 4 describes how we serve. Specifically, Quadrant 4 outlines the minimum number of interactions required to create a customer.

Today, the 4Qs are used by over 150 companies and consultants worldwide. Like the Agile practitioners who created the Agile Test in 2017, run_frictionless introduced the Friction Test in 2021.

Catch award-winning US podcaster, Ethan Beaute, delivering his introduction to the 4Qs.

This factsheet was prepared for business owners trying to free themselves of a sales role; consultants helping enterprise customers🍬  digitally transform, and operations managers introducing innovation.