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

There’s an old saying from the early days of the personal growth movement that applies here: 99 percent is a bitch, 100 percent is a breeze.

There are cases in which a satisfactory solution is better than an optimal solution—i.e., solutions beyond the satisfactory yield diminishing returns. Determining when satisfactory is best requires accurate knowledge of the design requirements, and accurate knowledge of the value perceptions of the users. A satisficer weighs this value perception i