Whilst putting together a proposal involving resilient PNT for a civilian project, I was asked to create a style of chart that I’d never heard – a quadrant chart. I was told about it by a Defence veteran who said he had been using them for the last 20 years, but I’d never heard of one – I was intrigued.
What is a Quad(rant) Chart?
As you will have deduced from the name, it is a chart with four sections. It is what can be represented in the chart that is so powerful.
A quad chart is a form of technical documentation used to briefly describe an invention or other innovation through writing, illustration and/or photographs. Such documents are described as “quad” charts because they are divided into four quadrants laid out on a landscape perspective. They are typically one-page only; their succinctness facilitates rapid decision-making. Though shorter, quad charts often serve in a similar capacity to white papers and the two documents are often requested alongside one another.
https://en.wikipedia.org/wiki/Quad_chart
Now I’m well aware of SWOT Analysis method (as below) and the four section chart commonly used, but never knew it as a quadrant chart. So a disclaimer – my exposure to, and recall of, Latin is debilis 🙂
Components of a Quad chart
Essentially, this marketing one-pager allows you to showcase the best bits of your business as follows:
- Purpose: What you/your company can offer
- Capabilities: What your offering does, and why it is better than the rest
- Customers: Who already uses your products, and who your partners are
- Success / Connection: How you do business and how to reach you
It can be summarised as:
For those interested in making their own quad chart, I’ve created and attached a PowerPoint. Its a collation from various examples I found online, including some from defence blogs and prime contractors. Feel free to take a look into this template and adapt it to your needs.
First thing to note, is that the order of the four quadrants is not fixed. Some projects specify them in a certain order, others don’t. So long as you include the relevant information within each quadrant, you can easily move the quadrants around to satisfy your needs.
Quadrant 1 = PRODUCT / PURPOSE
- Provide high-level details of specific Products, Services or Technology in this quadrant.
- Concise images can be included also, especially if it is a well-known image.
Quadrant 2 = CAPABILITIES & DIFFERENTIATORS
CAPABILITIES:
- Describe the key capabilities of those products/services/tech your company offers.
- Be specific – provide quantitative measures of your capabilities where possible. This could be: how many installations, how much improvement, how many years in operation and so on.
DIFFERENTIATORS:
- What is it that sets your capabilities apart from other providers?
- How do your capabilities provide value to customers?
- What are the innovative features?
- What benefits would it provide?
- Consider: Competitiveness, Value for Money, Delivered Advantage, Supportability, Sustainability (Through Project Life Costs), Interoperability, Resilience, Scalability, Future-Proofing.
- Keep it succinct!
Quadrant 3 = KEY CUSTOMERS & PARTNERS
KEY CUSTOMERS:
- Names of discerning customers will demonstrate your track record.
- It is more informative and persuasive when you mention what they have sourced from you.
- Identify customers by Name, Program, Project and Capability.
- Adding the program/platform gives more weight, especially when you consider that your chart will be handled by Procurement personnel who are not technical experts. You can demonstrate your experiences with well-known projects for your industry.
KEY PARTNERS:
- Partners, Suppliers and their Parent Company.
Quadrant 4 = STANDARDS & CONTACTS
QUALITY STANDARDS & OTHER ACCREDITATIONS:
- List internationally recognised standards / certifications first.
- List certificates and awards that are relevant to the capability e.g. AS9100 or “ISO9000:2000 Certified by XYZ”.
CONTACT / ADDRESS DETAILS:
- Provide a Contact address, including a name, postal and/or street address, phone/mobile, fax, email and website URL.
- If it is going to be an old-school handout, staple the Business Card for your named contact.
Final Notes when making a Quad chart
- Use short bullet points.
- Total entry should not be more than a single A4 sheet.
- Do not use text smaller than 11 point – otherwise it becomes just another block of small print and difficult to read.
- While generic quad charts might be suitable for a general audience, make customer charts specific to each customer, focusing on their possible requirements. Remember to version each chart appropriately.
- Save the file as a (secure) PDF.
Preparation is Key – Custom is King
Even though the majority of Quad charts at present are defense-focused, you should really consider them as a new tool in your marketing portfolio.
In preparation for a workshop, consider to customise your Quad chart with specifics that you might be discussed at the event. Review the event agenda and include some relevant buzzwords.
I hope this post helps you consider another style of marketing communication, which I feel is only going to become more popular.
Other Resources for Quad charts
- How to prepare an Army Quad Chart according to the US Army approach
- NASA’s Energy and Water Cycle Study (older quad charts from 2008-10)
- The Power America Institute has a great collection of Quad charts for projects in their current funding cycle including this one.
