Apple is a good example of what we can call an "X-profile". As the image shows, Apple performs well on one value dimension in each of the four quadrants, in this case Excitement, Performance, Convenience, and Beauty. This combination indicates an effective balance between completeness (covering all four quadrants) and focus (1 value dimension per quadrant).

Lidl has an interesting profile, especially if we look at it historically. In the early days, they focused on Price. As the picture shows, they still do. But, year after year, they have expanded their value proposition by additional dimensions. The first was Performance, and can be seen in the high quality of many of their products. More recently, and still in progress, are Sustainability and Excitement. The first through their products but also their buildings and efficiency, and the second through increasingly positioning their brand as a "uncool cool" brand.

McKinsey’s profile shows outspoken choices with very high scores on some value dimensions and very low scores on others (such as Price). Their value proposition is mostly a combination of Performance (high-quality work), Reliability (when you hire them you know what you get) and Status (as top-notch consulting firm). The only real exception to the outspokenness of the profile as illustrated here is Learning. On the one hand, working with them triggers learning and development in an organization; on the other hand, they are more results-oriented than development-oriented.