Where will we find growth opportunities-the kind that will take our businesses to the next level? The usual and popular choice of terms we use when looking at current markets and potential ones often include developed markets and emerging economies. These terms have inspired a new golden age of racing to the new treasure hidden in the capacities of these markets. Based on the seminal concept of "fast-expanding markets," this article discovers growth as residing at a new level, capable of redefining geographies and territories, often untapped or unnoticed by the most conventional macroeconomic analysis.