The business world is littered with failed companies who've incrementally innovated themselves into oblivion. It is no longer enough to implement a modicum of change into a staid organization because small tweaks to existing businesses might not survive the tidal wave of change heading our way.
At Filament, we're beginning to eschew the small "wins" when we work on strategy with clients and focus on big, home-run thinking instead. This article on 10x "Moonshot" Thinking helps explain why: you should think bigger:
Focusing on 10x improvements (in areas like cost, speed, performance, design, etc.) triggers a series of behavioral changes that are key to making a moonshot a reality.
Aiming for 10x causes a radical re-framing of the problem at hand. When teams approach a problem believing they can solve it, not just improve it, it uncaps individual and collective thinking.
10x thinking forces organizations to constantly prioritize innovative behavior, which is critical because innovation can’t just be whipped out when it’s convenient.
Shooting for 10x frees teams to throw out the rulebook when needed. Moonshots often can’t be built atop the current assumptions, tools, and infrastructures that got you to the problem in the first place.