Making something slightly bigger is challenging, but can likely be done by improving on a couple of things and doing a few other things more efficiently. It’s incremental.

Making things much bigger requires a change in approach. Small improvements won’t cut it. A fundamental redesign is the order of the day. Radical approaches break the mould so new solutions can be explored. When you are stuck, it’s useful to ask how we can make this business 10 or 100 times bigger.

The answer is rarely a larger version of the incremental solution.

It’s risky and uncertain.

It’s also the path to hyperbole.

Vidar Nordli-Mathisen

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