One of the easiest ways to measure success is to slap your numbers into a graph and take a look at the resulting picture. Trending upward is good. Trending steeply upward? Even better. But regardless of the nature of your business, you always want that line heading up and to the right. Always.

Likewise, when you assess your product portfolio or marketing strategy in a classic, b-school, 4-box matrix, there’s no question where the money is waiting to be made: in the top-right corner.

It’s the only box that out-of-the-box thinkers ever want to be in. Top-Right. Every time.