Positioning AND Productization

The chart is a four-box grid. One direction is how fresh your message is; the other is how well you've packaged the offer. A new offer with an old story reads as generic; a new story with an old offer just sounds different but sells the same; doing neither leaves the revenue line flat. Only the box where both are new is real change - the two halves prove each other, and one alone doesn't budge the line.