Technologies or Services Embodied in the Product: Refers to the components that are intrinsic to the overall product.
Newness of a Technology: The degree to which that technology has not been commonly employed.
Familiarity with a Technology: The degree to which knowledge of the technology exists but not necessarily in the context being considered.
Market Factors: The environment, situation, or setting to which a technology is applied.
Newness of a Market: The degree to which a technology has not been applied to a given environment, situation, or market.
Familiarity with a Market: The degree to a potential application of the technology is understood, but not necessarily through direct experience.
Base: Common knowledge and common application of the technology (e.g., part of the everyday course of business).
In English, this means that technology vendors approach the Base square as they combine their technical knowledge with increasingly clear knowledge of how a market might use their product. Sort of like "I know hammers and all the technology behind them. Here, use it to write on a blackboard." vs. "I know hammers and all the technology behind them. Here, use it to drive nails and build houses." I see this as the theoretical underpinning to the need for domain knowledge that all successful vendors strive for.
Conversely, customers approach the Base square as they combine their deep market knowledge with increasingly clear knowledge of how to use a technology to their advantage. Sort of like "We bought this CNC lathe because we needed something that would take us to the grocery store - it's no good for that." vs. "We bought this CNC lathe because we needed to churn out a lot of precisely made, high strength steel parts and now our production schedule is booked for the next five years. Can we buy another?"
This means that vendors will make lots of money when they know exactly who will use their products and how. Customers will make lots of money when they know exactly what products will solve their problems and how to use them. Nirvana is mutual convergence on the Base square.
In my career, I've spent about six years carrying a quota as a salesman. Some of the time I was ranked among the top producers and some of the time I wasn't. Add another three years of sales experience for my work leading startup ventures (because in tech ventures, you either make the product or you sell the product) and the sum is a body of valuable, real-world, dollars and cents experience. This experience taught me quite a lot, including the fact that any salesperson worth their salt will tell you to find people that speak your “language”. Sure, there may be an educational process required, but that’s where the money’s made.