The First Axis: Your Northstar
The first axis is the customer-value northstar KPI — the single measure by which the company judges the value it creates. Finding the right one requires deeply understanding what problem you're solving for your customer and how they measure value. From problem, to audience, to benefit: how you create value follows from that.
The Other Two: Your 2×2
The other two axes form the 2×2 matrix that sells from the viewpoint of the market you want your customers to adopt. It's a worldview that praises your differentiators. It builds on them. It's the positioning and identity of the company — the why it wins, the emotional trigger.
To figure out what those constraints are, what those two axes are the right position to own, you need to understand the market, your audience, and how to excite them to action.
Find Your Three Axes
One axis for the value you create. Two for the worldview you sell. Find your three axes.