Often excitement is created by a technical breakthrough or news about growth in another company’s business, but these alone do not warrant strategic moves. However, sustainable growth platforms are developed with an integrated outside-in (areas of external demand) and inside-out (areas of distinctive company assets and capabilities) analysis. We characterize market opportunity areas based on trends in end-user needs, technology evolution, competitor strength, and supply chain dynamics. We also consider ability of a particular company to access growth areas in terms of organic capabilities, capital requirements, and M&A candidates. Ultimate prioritization is based on the quality of the market opportunity and the ability of the particular company to be successful in that area.