There are two sources for revenue growth: markets you already serve and new markets. What’s a market, anyway? In practice, we talk about markets in terms of customer segments, product categories, or geographic regions. Unfortunately, these definitions are too broad to guide an effective, customer-centric strategy. They fail to provide enough insight into our audiences and leave us to create generic marketing and sales approaches and tactics that look and sound too similar to everyone else’s. The rules in this section present additional ways to define markets, segment audiences, and find sectors in which our value is uniquely relevant. These alternate views facilitate the design of actionable go-to-market strategies that improve both market reach and customer relevance.