Anthony Coundouris Run Frictionless

Anthony Coundouris
Author, run_frictionless

ABOUT run_frictionless

run_frictionless help founders and sales teams overcome friction and reach predictable sales, using a decision-making framework called the 4Qs. Now the act of making a sale does not depend on one or two people but is a liberalized system supported by many employees.


The Four Quadrants, or 4Qs, is a decision-making framework. The framework encourages users to ‘play’ or ‘fit’ one quadrant with another. Although all four quadrants are distinct, each quadrant is interdependent. A decision made in one quadrant will present decisions to be made in one or more other quadrants.

The 4Qs was written in 2018 by Australian entrepreneur Anthony Coundouris, who first outlined the framework in his book, run_frictionless. 

The benefit of the 4Qs rests in how it organizes processes and people into four quadrants, such that everyone in the business has a clear picture of how their role and decisions touch a customer. The 4Qs empowers staff to make decisions 🙌 together and predict if the decision is likely to make the next sale frictionless.


The 4Qs provides four, distinct quadrants, or windows into an organization. It organizes staff and their processes into one or more Quadrants. By organizing people and processes into Quadrants, the 4Qs breaks-down departmental barriers and makes it easy for staff to anticipate how change can be made across the business.

The first quadrant is the cornerstone of the 4Qs. Until you understand to whom you are speaking, none of the remaining quadrants make sense. You will sell into a vacuum where no-one is paying attention to your brand, because you are not speaking to any one person specifically.

The decisions made in Quadrant 1 affect the decisions made in other quadrants. For example, if you decide to position your firm to an enterprise customer, it will change the course of the product roadmap in Quadrant 2, and it will affect the shared beliefs created in Quadrant 3. The customer flow you built in Quadrant 4 optimized for a small business is redundant, because the decision maker from an enterprise business has a different buying decision than a small business owner.

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