Everyone knows that different customer segments want different things—that’s what makes them different customer segments. But businesses too often forget that truism when they try to grow. Adding more segments to your customer base can cause problems when the preferences, identities, and values of these segments come into conflict. Here, Professor Ryan Hamilton talks about approaching growth from the perspective of managing customer segment relationships and provides some tools and frameworks from his forthcoming book, The Growth Dilemma, to help managers avoid conflict and create sustainable growth.