Grant Cardone's thesis (from his 2011 book The 10X Rule) that most people dramatically underestimate the effort and action required to hit a goal — so the fix is to set targets 10x bigger and take 10x the action. Separately, "10x" is also used in product strategy (popularized by Peter Thiel) to mean: don't build something 10% better than the incumbent, build something an order of magnitude better, otherwise you won't pull users off the existing solution. The second framing is more useful for SaaS — see 7 Powers and Bullseye Framework for adjacent strategy lenses.