The map is wrong. But we use it anyway.

The world looks different, depending on where you place yourself. Literally.

In Central Europe, we tend to see ourselves in the top right of the world map. But on this site, you can shift the map. What if you put Canada at the center? Or Japan? Australia?

Suddenly, everything changes. Size. Proportions. Importance.

It’s not just where you stand that shapes the image — it’s also how you project it. The Mercator projection — the one you know from school — makes Africa look much smaller than it is. Much smaller. Europe appears bigger. America more dominant. Not because that’s how it is, but because that’s how it’s presented.

The business equivalent of the Mercator projection? The quadrant.

No sector is too complex — we’ll fit it onto two axes. And there it is: your product or service, neatly positioned in a world of differences. We look at the chart and nod in approval. Our company sits top right.

But what if you changed the projection? What if your product suddenly landed bottom left — the place you’d rather not even look?

The odds that your customer uses your mental model are slim. But their projection of the world is just as valid as yours.

Want to know where you really stand as a company? This is how you need to look at the world. Whether you like it or not.