A perceptual map (positioning map) places competitors on two axes that represent the most important differentiating dimensions. It visually shows where there's white space — an unoccupied position you can own.
Choose axes that create meaningful separation. Common B2B axes: Price vs Performance, Simplicity vs Feature-richness, Specialist vs Generalist, Innovation vs Reliability.
Key Takeaways
- Choose two axes that create meaningful separation.
- White space = unoccupied position = your opportunity.
- The axes should represent what customers value most.
- Position yourself in white space that's also desirable.