Once you have defined or articulated your business purpose (Ikigai is useful to achieve this), the 4-Quotient Matrix will help resonate it throughout the organisation. I created this 4 Quotient Resonance Model after reading Covey's Four Human Intelligences in his book The 8th Habit. That was in 2008. It had me figure how that can be directly relevant to organisational use. Using the interlocking circles, I had SQ in dead centre. With a clear SQ from a wise CEO I suppose... a clear Purpose Call is made. With that all other functions, departments, policies MUST directly reflect the SQ principle. Every dollar spent in IQ sector be it technology or knowledge acquisition, the same dollar will add another dollar to the core SQ principle.

1. 4QM
4 Quotient
Matrix
Created by Kenneth Tan
Originated 2008 | Published 2017
alwaysken[a]gmail.com4QM_V1_171103

2. 4QM
Created by Kenneth Tan | 2008 | Published 2017 | alwaysken[a]gmail.com | 171103
SQ EQ PQIQ
Stephen Covey wrote about the four
intelligences in THE 8TH HABIT; Physical
Intelligence (PQ), Mental Intelligence (IQ),
Emotional Intelligence (EQ) and Spiritual
Intelligence (SQ).
Kenneth Tan: “In 2008, I was very captured
by this realisation. However, I was determined
to see how this understanding can be directly
relevant at the workplace; in branding and in a
business organisation setup, to improve
efficiencies.”
ORIGIN OF THOUGHT

3. 4QM
Created by Kenneth Tan | 2008 | Published 2017 | alwaysken[a]gmail.com | 171103
SQ
EQ PQ
IQKenneth Tan: “By using the
interlocking Borromean Rings
format, SQ is placed in the centre.
SQ becomes the core to the 4
Quotient Matrix.
I have been using this model to
template brand culture
for his projects.
CREATING THE 4Q MATRIX

4. 4QM
Created by Kenneth Tan | 2008 | Published 2017 | alwaysken[a]gmail.com | 171103
SQ
EQ PQ
IQ
Distribution
Location
Transportation
Timing
Procurement
Knowledge
Technology
Information
Marketing
Communications
Advertising
Publicity
Mantra
Purpose
Vision/Mission
Philosophy
WHAT THE Qs REPRESENT
Each of these Quotients represents
key functional groups relevant to
any business enterprise.

5. 4QM
Created by Kenneth Tan | 2008 | Published 2017 | alwaysken[a]gmail.com | 171103
SQ
EQ PQ
IQ
Mantra
Purpose
Vision/Mission
Philosophy
WHO ARE THEY?
(Examples)
MARKETING DEPT CREATIVE
AGENCIES COMMUNICATION
DEPT
PR COMPANIES
FRONT OFFICE
PROCUREMENT
TRANSPORT DEPT
HOUSEKEEPING
TRAFFIC
FINANCE
IT DEPT
R&D
LIBRARY
ARCHIVE
CURATOR
CEO
FOUNDER
Distribution
Location
Transportation
Timing
Procurement
Knowledge
Technology
Information
Marketing
Communications
Advertising
Publicity

6. 4QM
Created by Kenneth Tan | 2008 | Published 2017 | alwaysken[a]gmail.com | 171103
HOW 4QM impacts organisations
SQ drives the spirit of the company, family, culture. This is led by the leader, CEO,
owner or brand champion. It is the VOICE of the body. The conscience. This can be
expressed in the Brand Vision, motto, slogan, tagline.
IQ is the knowledge part of the business, the archiving of data, the curator, the
sourcing of technology, etc. The IT department… The R&D…
EQ communicates with the audience at all levels. Individually, B2B, B2C, etc. It
expresses the tone of the company. The marketing department, the PR, the front
office, the social media. The agency. The advertising.
PQ is the discipline to carry out tasks; punctuality. It is also the procurement of
goods, services; the physical aspects of a business. The stores, the distribution.

7. 4QM
Created by Kenneth Tan | 2008 | Published 2017 | alwaysken[a]gmail.com | 171103
DISCLAIMER
➔ The following contents are based on general knowledge available in the
marketplace and internet.
➔ The studies and comparisons are solely personal-based.
➔ They do not represent the official viewpoints of the companies highlighted.
➔ The writer is based in Malaysia and hence the content is from the local experience.
➔ There is intention to partner with universities or other knowledge institutions to
carry out a proper study on the implications of the 4 QUOTIENT MATRIX in
organisations.

8. 4QM
Created by Kenneth Tan | 2008 | Published 2017 | alwaysken[a]gmail.com | 171103
SQ
EQ PQ
IQ
IT STARTS WITH THE SQ
STATEMENT
The company’s tagline, CEO’s vision statement,
company’s mantra, brand vision, brand promise,
motto, slogan, positioning statement.
Any of the above, if truly crafted and agreed
upon, becomes the central PURPOSE
of the enterprise.
Examples:
Air Asia:
Now Everyone Can Fly
Tesco:
Helping You Spend Less Everyday
Proton:
People’s Car

9. 4QM
Created by Kenneth Tan | 2008 | Published 2017 | alwaysken[a]gmail.com | 171103
SQ
EQ PQ
IQA clearly Blue Ocean product where
previously a lot less people could
afford to fly.
➔ Labour force commuting
between Malaysia and home
countries can now fly
affordably.
➔ More local and regional
holidays with cheaper
flights.
AIR ASIA
● Implemented online booking only
from the start even when market
was hesitant to pay online.
● Done away with
traditional front booking
offices.
● Cut out in-flight luxuries.
● Lots of wee hour flights.
● No frills. Pay to use.
● Cramped seating in
general.
● Low cost terminal.
“Now Everyone Can Fly”
● Direct price advertising.
● Straight forward communication.

10. 4QM
Created by Kenneth Tan | 2008 | Published 2017 | alwaysken[a]gmail.com | 171103
SQ
EQ PQ
IQMalaysia's national car was originally conceived
as pride of the nation and to provide affordable
cars for everyone. Somehow, it never did stay
cheap for very long.
Proton acquired LOTUS and MV AUGUSTA
midway which seemed to have dissonance with
a People’s Car.
The positioning for People’s car in Malaysia
may have shifted to Perodua, with more
realistic products and price points.
Proton however came back strong in 2006 with
the revitalised SAGA model. It is obvious this
was a best seller.
PROTON (Automobile)
● Mitsubishi technology from Japan.
● Original distribution was
epidemic, with dealers
and sub-dealers in every
town and streets.
● Local parts content.
● Easy loans.
People’s Car
● National pride.
● Easy to buy.
● Affordable.
Proton has a model named SATRIA
which appealed very much to the
boy-racers, young and old of both
genders.
To cater to this brand positioning,
Proton could have opted the Toyota
route of a separate Brand DNA or
4QM for LEXUS.
SATRIA by Proton.

11. 4QM
Created by Kenneth Tan | 2008 | Published 2017 | alwaysken[a]gmail.com | 171103
SQ
EQ PQ
IQ
TOYOTA | LEXUS
“Let’s Go Places”
SQ
EQ PQ
IQ
“The pursuit of excellence”
(2010 - 2016)
Obviously separate 4QM between
Toyota and Lexus.

12. 4QM
Created by Kenneth Tan | 2008 | Published 2017 | alwaysken[a]gmail.com | 171103
SQ
EQ PQ
IQTESCO’s SQ statement is not about selling
you Cheaper stuff. Their tagline, Helping You
Spend Less Every Day tells its own staff in
procurement for example to find the best
deals for its customers… Not necessarily the
cheapest.
TESCO
Helping You Spend Less

13. 4QM
Created by Kenneth Tan | 2008 | Published 2017 | alwaysken[a]gmail.com | 171103
Kenneth Tan is a brand and strategy consultant located in Malaysia.
LINKEDIN https://www.linkedin.com/in/kenneth-tan-0489b04/
EYEKA https://en.eyeka.com/u/alwaysken
ANGELIST https://angel.co/alwaysken