10x or Invisible: The Threshold for Switching

"A great technology company should have proprietary technology an order of magnitude better than its nearest substitute."

"Companies must strive for 10x better because merely incremental improvements often end up meaning no improvement at all for the end user."

"The clearest way to make a 10x improvement is to invent something completely new. If you build something valuable where there was nothing before, the increase in value is theoretically infinite."

"Anything less than an order of magnitude better will probably be perceived as a marginal improvement and will be hard to sell, especially in an already crowded market."