@Google lists 10X thinking as first among their principles of innovation
"true innovation happens when you try to improve something by 10 times rather than by 10%"
![](https://pbs.twimg.com/media/Dfl6ErfWAAA2WHm.jpg)
We've surveyed more than 500 mostly large, global companies and found that pursuing ambitious goals and innovation are the two traits least likely to lead to promotion
![](https://pbs.twimg.com/media/DfmBQZJWkAAM8O6.jpg)
They don't have to search for creative ways to hit achieve conservative goals
![](https://pbs.twimg.com/media/Dfl6d9TX4AAR7U8.jpg)
@elonmusk's goal of "accelerating the advent of sustainable energy" has lead Tesla to wide experimentation in car design and production processes
![](https://pbs.twimg.com/media/Dfl6vYlXcAE1d4A.jpg)
Firms can manage the risks of 10X innovations a few ways:
-Strong balance sheet (@Microsoft had $132 billion cash March '18)
-High customer switching costs in core business (@Facebook)
-Deep-pocketed government patron (@Emirates)
-Diversified portfolio of profitable businesses (J&J)
-Valuable, durable resource (@CocaColaCo brand)
-Balance portfolio of innovations (@Google 70/20/10)
![](https://pbs.twimg.com/media/Dfl8nnXWAAEeEE5.jpg)
@JohnDoerr's book describes how @Google's aspirational objectives drive innovation
But "committed" objectives, like sales quotas or compliance, must be fully hit
![](https://pbs.twimg.com/media/Dfl__IDXkAErTu6.jpg)
More generally, ambition is a fundamental element of goals that drive strategy execution
But leaders need to recognize and manage the risks of ambitious goals
![](https://pbs.twimg.com/media/DfmAPVKWkAAslcs.jpg)