In too many internal meetings, managers articulate their goals in terms of the delta from where they are today. “We want to have 30% more customers in two years.” That sounds safe and respectable, but why not 100% more? Why not 1000%? How big is this market? Are you planning to go from 1% to 1.3% share? If so, what would it take to get to 5% or 10%
