Life in 4D
The Define, Design, Develop,
Demonstrate ‘4D’ concept provides
a structured framework for us to
teleconference and interview Shell’s
technology leaders across the globe.
We also use it write-up 4D storylines
and then distil them in to coherent
product positioning for use at
Customers like it because it’s easier
to ‘get your head around the many choices’.
The client likes 4D because it’s a great
way of harnessing a global network
to develop better-informed customer
Complex features and benefits don’t
automatically translate into complex
communications – you need to look
at the customer journey.