Linear matrices are generated to further break down the competitive landscape categories to show market revelance along an axis (left matrix). In this case, the Modern Tech category is shown above. The axis should reveal a pattern displaying where the majority of the product market design intent/language lies. The axis is then observed for product clusters (right matrix) which dictates where the market stands and is possibly heading. This also enables the design team in concentrating their efforts. However, this should not limit the design team from exploring other directions.