This document outlines six boundaries that companies can look across to create new market space: 1. Substitute industries 2. Strategic groups within industries 3. The chain of buyers 4. Complementary products and services 5. Functional or emotional appeal 6. Looking across time to participate in shaping trends Examples are provided for each boundary to illustrate how companies like Home Depot, Intuit, Polo Ralph Lauren, and Cisco Systems created new market space by addressing customer needs in innovative ways beyond traditional industry boundaries.