Most new offerings don’t fail because they’re bad, but because they’re nowhere near good enough.

In I Need That, I talk about the 10X Revelation: the jarring truth that an innovative product or service must be at least ten times better than whatever buyers are already using.

Not “noticeably better.”

Not 20% better or twice as good.

Ten times.

It sounds extreme until you look at the psychology.

Harvard Business School professor John Gourville showed that consumers overvalue what they already use by 3X, at the same time as innovators overvalue THEIR new thing by 3X.

That creates a 9X perception gap before you’ve even launched.

That’s why a 2X improvement (what feels massive to you) barely even registers for your buyer.

They’re anchored hard to their status-quo solution, with all its familiar shortcuts and sunk costs.

Meanwhile you’re anchored to your invention, drunk on what I call “distortional Kool-Aid.”

The only way across that gap is an offer that feels unmistakably better.

Faster.

Simpler.

More durable.

More joyful.

More relieving.

More “why would I ever go back?”

If your product doesn’t hit that 10X threshold across the benchmarks that matter to real buyers, adoption stalls.

Not only because people are stubborn and cheap, but also because friction is always higher than you think.

It’s not arrogance to aim for 10X.

It IS survival.

Want to make your product irresistible? That’s what we do as product marketing consultants at Graphos Product, helping innovators turn need-driven ideas into market-ready successes.