In [[Marketing Strategy and Organization: Building Sustainable Business]] the value grid summarizes market reality along two axes: * [[Value@Customer]] * [[Value@Company]] <<image /static/files/MBI/Module%2011/valuegrid.PNG width:500>> * The ''success'' box defines the best situation, value is delivered to the company and the customer. Current and future customers can rest assured of a sustained offering. * The ''Idiot'' quadrant is very common. The organization operates in such a way that its company will turn into an economic hell. * The ''Rip-off'' quadrant denotes a situation where a short term 'rip-off' undermines the longer term viability of the company * The ''Lobotomy'' quadrant refers to a situation where both company and customer are unhappy with each other. This happens more often than you would think. It would not happen in a fully free market situation but sometimes is a result of government rules.