Some choices seem obvious, while others demand care and insight.

And some offerings are simple, while others have depth and multiple variables.

As you’ve probably guessed, the choices that are simple and obvious tend to do best in the mass market.

Where did you get your cup of coffee this morning? Did you visit a drive through Dutch Bros. or did you use a lever pull at home to pull a shot with beans you roasted and brewed yourself?

Most successful politicians and movements start in the bottom left and move their way toward simple and obvious.

Successful social media platforms race to the top right hand corner, but the most interesting and generative content online is probably not there…

Choose your quadrants carefully.