Understanding the 2 x 2 Positioning Grid There are two axes, horizontal and vertical. They represent extremes of something that customers care about. They might be safety versus performance, luxury versus bargain, or sustainable versus convenient. The breakthrough is this: Each end of the axis has to be something that a customer might want. Not what you want, what they want. You can’t identify “overpriced” or “poorly designed” as extremes. That’s not positioning—that’s simply trash talking your competition. In this sample grid, you can see that any of the four extremes could be seen as
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