Positioning can also become a brainstorming technique.

Think of two opposites for two different points of interest for your target audience. Your X-axis might be a place and your Y-axis might be cost. Or if you’re exploring travel, one might be meaningful and the other how fun. Of course you can come up with creative names for the opposite end points. Now start asking those in your target audience to plot different points on your grid based on the two axes. And ask why they plotted these as they did. What does this tell you?