A WORD ONSQUARESAND AXES
There’s nothing square about squares.
One straight line can express time or direction.
Two can provide horizontal and vertical axes.
Make them cross and you have a grid.
Add more and you have a square.
Grids generate quadrants and are great for separating elements and mapping markets.
Two axes with different attributes can be overlaid, and the exercise can be repeated many times until clarity is revealed.
Culture plays a part in which quadrant is viewed as the most desirable – top right is ...