Some people looked at Goliath and thought he was too big to hit. David looked at him and thought he was too big to miss. You might look at the non-bookstore market for books and think, “Is that market big enough to approach, or is it too big?” The answer is yes. A special-sales market of $14 - $16 billion is too big to pass up. However, it can be too big a market in which to compete profitably -- if you look at it as one goliath market. Divide your special-sales opportunity into manageable segments.