Companies must strive for 10x better because merely incremental improvements often end up meaning no improvement at all for the end user. Suppose you develop a new wind turbine that’s 20% more efficient than any existing technology—when you test it in the laboratory. That sounds good at first, but the lab result won’t begin to compensate for the ex

What would really solve this delivery person’s problem would be something that made the job itself easier—like a cart. As the scale of the problem grows, the delivery person should be stepping back on a regular basis to look at the bigger picture, exploring tools or methods to help get the job done at scale. Ironically, we humans tend to do the opp

Every time you go 10x, you become more focused and less broad. You have higher ambitions with greater and deeper scope, requiring more and better of your attention. To make something 10x better involves deep, deep work. Innovation occurs as you break everything down and put it back together in a simpler, easier, and better form.