David A. Fields Consulting Group As a consulting firm leader, you’re well aware that within every client presentation longer than 30 minutes, every white paper, and every compendium of content beefier than 20 pages, you’re required to present at least one 2×2 matrix. Failure to do so could cost you your consulting license.
This was brought to my attention by readers who were concerned that yours truly had not presented enough 2×2 matrix diagrams recently, and that I could be in danger of losing my membership in the SSCCC.*
Your consulting firm probably relies on a couple of tried-and-true 2x2s; however, are you using the best 2×2 matrix?
The most famous 2×2 among consultants may be BCG’s Growth Share Matrix. While it’s not a particularly useful 2×2 for building a consulting firm, it’s arguably the genesis of the 2×2 matrix requirement in consulting and, therefore, can be blamed for all manner of evil.
The most widely referenced 2×2 matrix these days may be Gartner’s Magic Quadrant, so-named because it magically helped Gartner become a large consulting firm.
What’s the best 2×2 matrix? That’s open for debate, of course.
A handful of my favorite 2x2s related to running a successful consulting firm are shown below.
Great 2x2s for Consulting Firm Leaders
Four Flight Paths
Illustrates the results when you do—or don’t—find the perfect intersection of your consulting firm’s particular abilities and clients’ problems.
Premium Curve
Displays the four basic fee structures. Suggests that, assuming you do good work, for the exact same consulting project your consulting firm will earn a higher margin as you move clockwise around the diagram, starting from the lower right.
Paths to BD Success
Clarifies the four different types of Business Development pursuit, each of which can be maximized through different strategies. Particularly useful for consulting firms that are training the “next generation” of rainmakers.
Results vs. Expectations
Explains the inevitable client reaction when you deliver your presentation. Also references what many clients view as the closest analog to hiring a consulting firm: tooth extraction.
Over the Line
Particularly well suited for running your consulting firm and explaining boundaries to your team.
Self-Referential Chart of Self-Referential Charts
Indispensable for those times you’re presenting graphics presenting graphics you’re presenting. Also the illustration adorning this year’s holiday card.*
Please share your favorite 2×2 matrix in the comments section below.
(If you send an email to “support at davidafields.com” with a good image of your 2×2, we’ll add it to your comment, as long as it’s not promotional.)
Text and images are © 2026 David A. Fields, all rights reserved.
Thanks for your fun and useful charts, David!
Taking the recursive/fractal nature of the self-referencing chart one step farther out (closer in would be eye-straining), maybe we all are part of an enormous 2×2? But then again, wouldn’t we also appear in its smaller versions? Philosophy can be mind-boggling… back to tried&true chocolate.
Franziska, you’re probably right; however, since on the 2×2 of life I live in the simple, everything-relates-to-chocolate lower-left quadrant and you occupy the I’m-crazy-smart upper right quadrant, its hard for me to see what’s going on in your part of universe. Sounds exciting, though!
Seriously, I always love your contributions to these conversations. Thank you for posting.
Learning is half the reason most of us are consultants. right, John? (The other half is the flexibility to tell our clients, “Sorry, I can’t work on your project today–today is for eating pie.” Or something like that.)
I’m glad the post struck a happy nerve with you, John, and that you let me know!
I am a management professor and use 2X2’s such as the BCG in my classes. I am glad to see that they still used in industry!
Have no fear, Larry, the 2×2 is alive and well. You could even sort the A students from the rest by seeing who understands the self-referential 2×2!
Thanks for chiming in from academia, Larry!
Ok, I’ll bite – what is the SSCCC* ?
Simon, the asterisk hover feature on our site must not function on your device. (It’s unreliable on mobile devices.) The pop-up says, “Secret Society of Chocolate Consuming Consultants”.
Thanks for checking… you never know what it might have meant!