The first edition was written for founders. The second is written for business coaches.

I love coaching business owners. And there are a lot of people out there who enjoy doing the same. I wanted to create a framework I could share with them: one that would bring us together, so we could share experiences and talk about how to become the best business coaches possible.

Run Frictionless second edition is that framework.

The first edition described the four quadrants in enough detail. What it didn’t do was explain how they fit together. I assumed the reader would understand this on their own.

That was a mistake.

The fit between two quadrants is where the magic is. Anybody can create a specification inside a quadrant. It takes artistry to fit two of them together. In the second edition, I wrote dedicated chapters on each of the fits I felt were most important: something the first edition never had.

This is the biggest change between the two books. The quadrants are the vocabulary. The fits are the conversation.

The first edition described the four quadrants in enough detail. What it didn’t do was explain how they fit together. I assumed the reader would understand this on their own.

That was a mistake.

The fit between two quadrants is where the magic is. Anybody can create a specification inside a quadrant. It takes artistry to fit two of them together. In the second edition, I wrote dedicated chapters on each of the fits I felt were most important: something the first edition never had.

This is the biggest change between the two books. The quadrants are the vocabulary. The fits are the conversation.

When I first heard the term product–market fit, it was a light bulb moment: for me and for a lot of others. Marc Andreessen summarised what many of us had already been thinking about. But for me, it wasn’t granular enough. It was too broad.

I liked the metaphor. I needed better granularity.

So I set about creating additional types of fits that coaches could use within the 4Q framework. Run Frictionless now introduces three fits in depth. One produces revenue. One produces scale. One produces growth. For coaches, these three fits are a precise vocabulary for diagnosing where a client is stuck and a clear map for what to work on next.

Coaches often use language and words that their clients may not fully understand. Cleaning up that ambiguity: using words that everybody in the organisation can follow, is one of the most important things a coach can do.

4Q is built for that. When you’re in a room with a client, you can say: we’re talking about a quadrant two decision here, as opposed to a quadrant three or four decision. Everyone in the room understands. The person in logistics understands it as well as the person running marketing.

Think of it like a four-cylinder engine. Most businesses run on two cylinders. They’ve invested in two quadrants and left the other two on the table, giving competitors an advantage. 4Q helps coaches and their clients see the whole engine and build one that runs better.

My goal for every coach who reads this book is simple: build your coaching on the 4Q platform.

4Q is a great way to frame conversations with clients. It gives you a shared language: one that helps steer people in a particular direction and makes complex decisions easier to talk about across an entire organisation.

If you already believe in product–market fit, the three fits in Run Frictionless are the natural next step: for you and for every client you work with.

Run Frictionless second edition gives coaches and founders a practical framework for building businesses that scale. Every purchase includes a free playbook and an online session with the author.