Why Be 10X Rather Than 10% Better

Referencing famous case studies from the past, Ken Norton from Google Ventures, spoke about how a number of companies threw away advantages gained over a long period of time by optimizing incrementally and not thinking big. He explains his view that making something 10x better is more preferable to making it 10% better.

Key Takeaways:

  1. “It’s often easier to make something 10x better than it is to make it 10% better.” Astro Teller, Captain of Moonshots, Google[x]
  2. Failure must be an option.
  3. People want to do great work.
  4. People perform best on problems that interest them.
  5. They need transparency.
  6. Use data, not opinions.
  7. Measure impact, not effort.
  8. Be bothered by limitations.
  9. Bet on trends.
  10. Try a macro approach to all problems.

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