A 10% target produces 10% thinking.
You stay inside the same competitive frame…
The same assumptions…
The same constraints…
The same logic that created your current results.
This is why incremental goals almost always lead to incremental outcomes.
What happens when you change the question?
Instead of asking:
“How do we grow 10%?”
Ask:
“What would it take to grow 25× or 50× next year?”
Suddenly — everything shifts.
Incremental improvements stop making sense
A slightly better product or slightly better content won’t get you there.
Differentiation becomes mandatory
You can’t multiply outcomes with the same positioning everyone else uses.
Innovation becomes structural
Not surface-level creativity, but deep shifts in the business model itself.
Category-of-One thinking becomes unavoidable
Because exponential outcomes require exponential logic.
The mindset shift is the strategy.
If you want a different result, you must think in a different dimension:
Not:
“How do I improve what exists?”
But:
“What would we have to become for 25× to even be possible?”
That question alone forces clarity, creativity, and structural innovation.
