A good list is one of the most powerful revenue growth tools a company has. A good list is made of people, not companies, and is never finished and always expanding. A list is valuable because it allows you to create your own social media. It is the foundation on which your company‐to‐many communication is built. Without it, you really can't execute half of the effort that revenue growth requires. Your list should be made of human beings, not companies. We build relationships with people, not corporations, and most small and medium‐size companies in the business‐to‐business space are in the relationship business. So focus your list on contacts, not companies. The basic fields of a good list include: name, job title, company, physical address, phone and email. A good list is made up of the following “core four” groups of people: current customers, past customers, current prospect and past prospects.