So there’s evidence both in business and academia to support 10x Thinking. But not every big dream gains followers or comes true. Just because you’re righteous doesn’t mean people will support you. You have to motivate them. You have to tell provocative stories. This explains brands like Red Bull and Whole Foods that manage to convey their values so loudly; they tell good stories. This explains Gaga, Alexander, and other revolutionary types; they tell fantastic stories.
