segmentation is hard

I've spent the last couple weeks doodling segmentation variable charts in the margins of my notebooks and I'm still a little baffled by the whole thing. I mean, i get that the category leader is supposed to be ahead on the Main Variable, but is this because they do the MV the best? Or just that they are the leader in terms of that MV? Is McDonalds more convenient than Wendy's, or just the market leader in "convenient food"?

This first doodle is of local food experience vs. fun, but it seems wrong. SIMBY is ahead because we deliver a great local food experience, better than Zing or the farmer's market, but we are not the market leaders:
Here it is, revised for the 2nd interpretation.

This is a fun one because I love the idea of stealing share from Zingermans. Having worked there, I can safely say that "we are more fun than Zingermans" is both an honest and potentially lucrative selling point. In truth I think my customers are probably farmer's market customers, but it is weird to earn share from farmer's markets because we're actually trying to promote farmer's markets.

Then I started playing with stimulate demand strategies, which seemed to make the most sense in most contexts.

i'm not sure if i need 2 variables here, but I think we can be a market leader in the "getting to know a farmer" BUT, is this really a variable that applies to a lot of people? I guess I would argue that the answer is yes and that it's a growing number, but this might just be among people I know. it's hard to see outside of my bubble sometimes.