Blue Canyon frequently addresses a number of growth topics, ranging from channel strategies to pricing. One area of focus is growth fundamentals, such as customer chains, customer insights, and understanding and measuring the market. Although basic in concept, these areas can become a business-to-business company’s most daunting task given that it is often far removed from the end customer and operating in a complex environment with many different channels. Identifying customer chains, unmet needs, and market size and growth (when done correctly with reliable data), can lead to better decision-making, improved customer relationships, and ultimately, sustained, profitable growth. When done incorrectly with imperfect information, finding new ways to grow can be difficult. This paper identifies systematic ways to derive a credible understanding of a market.