4D Model

Our 4D thought leadership model is designed to stress test and frame new ideas. We use this to identify the burning issue or irresistible hook that makes our clients impossible to ignore.



We start big and take a step away from your expertise, products and services and consider the macro issues that move markets.


We seek to understand where client and prospect concerns intersect with clients’ capabilities – demonstrating a need that you can help solve.


We consider clients’ brand capabilities and natural authority to create an idea that is aligned with what they do.


We identify those areas where competitors are weak or absent and create a space clients can own.

The 4D thought leadership model frames ideas that seek to promote the problem clients solve, and in doing so, establish them as the market-leading authority.