“It’s often easier to make something 10 times better than it is to make it 10 percent better …. Because when you’re working to make things 10 percent better, you inevitably focus on the existing tools and assumptions, and on building on top of an existing solution that many people have already spent a lot of time thinking about … But when you aim for a 10x gain, you lean instead on bravery and creativity—the kind that, literally and metaphorically, can put a man on the moon.”
