We've all heard the hyperbole of Drupal powering a million websites, but what does that mean in reality? Where does Drupal really sit in relation to other CMS platforms, both open source and proprietary? What trends are emerging that will impact Drupal's market share? This talk will look outside the Drupal bubble and take a high level view of its market potential in the medium to long term and approaches business owners and developers can take to capitalise on Drupal's strengths and buffer against it's potential weaknesses.