Effective stacks 100bb.

43/10 minraises on the button, we hold KQ in the BB. Hero makes a pot-size 3bet to about 7xBB.

Lets talk about pf 3betting for a bit.
Essentially, there are 2 reasons to 3bet preflop in NL

-for value
-as a bluff, or to set up a profitable bluff on the flop (cbet)

When we are 3betting for value we typically need a premium hand, like JJ+, AK*. This is because NL pots grow exponentially, and reraising preflop is the quickest way to get allin (usually you can get allin by the turn with large-ish bets postflop, in this case it may take 3 bets but it is still easy to do postflop.) So, we want to raise for value with hands that crush our opponent's range, since the pot is going to get very big very fast, getting it in with TPGK vs TPTK is super-expensive for the guy on the losing end, which makes it imperative to avoid hands like KQ, KJ, QJ, etc. This is very different from limit.

When we are 3betting as a bluff we want a hand that A) has okay equity when called and B) can flop some "sneaky" hands that we can stack people with when we get caught bluffing.
In general, these types of hands are: -small Pps -suited connectors -Axs (if we flop top pair we are going to be very careful to not get it all in unless villain is bluff-happy)

When we 3bet as a bluff we want to either take the pot down immediately, or have our opponent call with a speculative hand and fold when he misses the flop. If our opponent is tight / reasonable and folds to 3bets usually, then we only want to cbet Axx and Kxx flops if we get called. Against fish and other players who will call liberally preflop we want tocbet 70-80% of flops, barring flops like JT9 etc.

back to the hand.

Flop: K J 4

Great, we hit TPGK. Hero bets ~pot, which is okay - but betting less is fine too, since bets needn't be as large in reraised pots since there is less money in the player's stacks relative to the pot so denying draws odds isn't as important. Villain folds quickly.

Note that this is just about the best flop we can hope for, and if we aren't careful we'll be losing a very big pot to AK, KK, JJ, AA here if we take this line (3bet pf, lead for pot on the flop).
We are in an uncomfortable situation on the flop because there is 15bb in the pot, and 93bb left in our stacks. This is far from an automatic allin with TPGK, and being OOP just makes it worse.
Additionally, we have over-represented our hand a little (villain probably puts us on AK) so there's not much we can get value from. This is what's known as "hanging your stack out", a term that refers to a situation where we make a large bet, or are willing to wager a large portion of our stack, because we have a decent hand, but where our opponents will in general only proceed with better made hands or strong draws. These types of spots are hugely reverse implied odds, and it is very very important to avoid them in NL.

Note that if you had A5s on this flop and fired out a 2/3 pot bet, villain folding would be a triumph. We (in all likelihood) bluffed out the best hand and won a good sized pot, and there is no risk of us losing a monster pot since we have no hand worthy of protecting, if we get called it's over.

*There are exceptions to this, as is the case nearly always in NL. If our opponent was very loose and fishy preflop and postflop, willing to call a wide range and then stack off with 2nd pair or an under-PP then we would be happy to 3bet KQs. Additionally if the effective stacks were smaller - say 45bbs - then we wouldn't mind reraising for value and getting our money in on a Qxx and Kxx flop since ranges will be wider and we are not offering such tremendous implied odds to our opponent.

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