Incremental revenue generated from volume growth is the lifeblood of any healthcare provider organization. Healthcare provider organizations cannot shrink their way to prosperity by focusing primarily on cost cutting measures. This chapter introduces the reader to a comprehensive step-by-step process for growing profitable volume and market share; effective demand analysis techniques to assess growth opportunities and capacity needs; and a systematic approach to identify and assess market competitors. The chapter also explains how to define the organization’s value proposition to achieve a competitive differentiation. Growing profitable volume and market share is essential to support an organization’s mission, strategy, and financial goals. Leaders are responsible for developing, implementing, and continuously monitoring a deliberate and comprehensive growth plan that includes assessing market demographics and competitors and referring providers. Simultaneously identifying and satisfying the needs and expectations of referring providers and their patients supports the goal of growing profitable volume and market share.