Use an XY Graph to Pinpoint Your Value-Proposition

Take the product you're trying to market and pick two opposing pairs of values.
Then, draw an
Xy Graph
and write one pair of values on the opposite ends of the X axis and the other pair on the opposite ends of the Y axis.
For example, on the X axis, you might write “affordability” on one end and “exclusivity” on the other.
Then, on the opposite ends of the Y axis, you might write “sustainability” and “extravagance.”
Now you can see the various territories you can stake out between the extremes of these four values that your customers might espouse.
Try picking different locations on the graph and asking yourself:

How could I position the product here?
What would make the product speak to this combination of values?
This will help you find a unique positioning for your product.