This short story tells how to effect long-lasting and large-scale economic change. It is a tale of worry and struggle, of continuously seeking and checking that the way ahead is good and that the market is responding to our work. Ultimately, it is a tale of success. This is the story of the changing fortunes of a DFID-funded programme in Nigeria from 2008 to 2012, known as PrOpCom. It is also a record of the influence that Alan Gibson had on the author. Twenty insights are provided to guide those trying to get markets to grow and to be more inclusive.