selective focus photo of plant spouts

When seeking opportunities for growth, too many companies follow a common-sense rule that’s all too common but deeply flawed: they make the size of the market their most important priority. I believe this is a fallacy. It is not the size of the market that matters. What matters is the size of the market that you have a legitimate claim to — the part of the market you have the right to play in and win. Instead of going broad, you need to go deep. This is the core lesson I teach in my executive program Delivering Business Growth at Northwestern’s Kellogg School of Management, based on the insights in a book I wrote with Sanjay Khosla called Fewer, Bigger, Bolder: From Mindless Expansion to Focused Growth.