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...