This book introduces the framework that can help you find those solutions simply and reliably. Increasingly, product teams inside of startups or larger companies are under pressure to consistently create step-function better products, advanced ideas, and future-proof strategies. Reliably coming up with substantially better ("10x better") solutions is fast becoming the minimum criteria for entry for new products, as those are the only ones that have a hope of getting the attention of users and the press in an increasingly attention-scarce world.