Horizontal growth is a business strategy that involves expanding products or services to new markets. This can be done by developing a new market or penetrating an existing one. Horizontal growth can also refer to career moves that take employees into a new department, industry, or functional role. Some advantages of horizontal growth include a bigger customer base, increased market power or market share, and the potential for improved synergies like marketing. However, horizontal growth can also come with increased competition and unique challenges to new markets. Companies often focus on vertical growth, which involves scaling up what they currently offer within their area of expertise. Vertical growth can be achieved by adding more features and capabilities to the existing product or introducing new products to complement the core value proposition. Ultimately, the nature of the business and product should determine the approach to growth.