Four Actions Framework

Raise

Which factors should be raised well above the industry’s standard?

Eliminate

Which factors that the industry has long competed on should be eliminated?

New Value Curve

Create

Which factors should be created that the industry has never offered?

Reduce

Which factors should be reduced well below the industry’s standard?

The Four Actions Framework developed by W. Chan Kim and Renée Mauborgne is used to reconstruct buyer value elements in crafting a new value curve or strategic profile. To break the trade-off between differentiation and low cost in creating a new value curve, the framework poses four key questions, shown in the diagram, to challenge an industry’s strategic logic.