Why Setting 10x Goals Can Lead to Faster, Better Progress Than Incremental Change

Most people aim for incremental progress—5% faster, 10% better. But behavioral scientists and innovation leaders argue that aiming much higher (a '10x goal') produces qualitatively different, and often superior, results. When Elon Musk set out to make private space flight cheaper by a factor of ten, he had to toss out legacy assumptions, redesign everything from scratch, and develop new manufacturing and business models. Far from being fantasy, his 10x goal attracted top talent and major investors, and led SpaceX to rapidly overtake slower-moving competitors.

At the core of 10x thinking is the idea of working from 'first principles.' This means breaking a challenge down to its foundational pieces, then building up new solutions unconstrained by precedent. Setting massive goals creates clarity and urgency, and social science research shows that teams and individuals often perform better when aiming high, because the field of serious competitors thins out and energy focuses on real breakthroughs.

Big dreams also ignite communities—when you share an audacious goal, others are far more likely to rally and contribute. 10x thinking isn’t about reckless optimism, but about purposeful reimagining, supported by systems thinking and bold, visible commitment.

Consider a current goal or challenge, then stretch your thinking until your ambition feels almost laughably big. Forget the usual rules for a moment and jot down what it would take—maybe a new technology, a different approach, or a stronger team—to achieve your 10x version. Share your vision with someone you trust, and invite them to brainstorm with you or even join in. Describe the opportunity in a way that attracts support and feedback, rather than skepticism. Bring your boldest idea into a real planning session this week.