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I think this rule is a nice generalization overall but for my money I would discount natural segment growth from the company's year on year.

So, if the market (ie mobile payments) is growing 50% YoY and the company is only growing at a rate of 25% that's actually pretty bad.

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Would you always expect to grow at a rate higher than natural segment growth for a "good" company?

That's a though question as there are always exceptions to the rule but generally I would be cautious in investing (money) in a company that is growing slower than its sector would allow for. However I would happy to invest time in such companies, but that's because I'm a consultant :-)

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