Larry Page’s “10X Thinking” Strategy: How to Tackle Big Challenges with Bold Ideas

Time to 10X Your Life

Most people aim for small improvements—getting a little stronger, making a little more money, or improving a process by a few percent. 

However, Larry Page, co-founder of Google, approaches problems differently. 

Instead of asking, “How can we improve this by 10%?” he asks, “How can we make this 10 times better?”

This mindset—called 10X Thinking—forces you to think beyond what’s possible with small, safe changes. It pushes you to reimagine solutions, embrace bold risks, and aim for massive breakthroughs instead of settling for slow progress.

If you want to achieve extraordinary results in business, creativity, or personal growth, it’s time to start thinking 10X instead of 10%. Here’s how to apply this strategy to your own life.

What Is 10X Thinking?

10X Thinking means aiming for radical improvements rather than incremental progress. It’s about rethinking problems from the ground up instead of tweaking what already exists.

Before we get into it, it’s important to know why you should pay attention. Larry Page was the co-founder of Google, and at the time of writing this article, his net worth is $148.5 billion.

Now that I have your attention let’s begin.

Most people focus on linear growth—making something slightly better each time. 

But 10X Thinking forces exponential growth, asking, “What would it take to improve this by a factor of ten?”

At Google, this mindset led to world-changing innovations like Google Search, Google Maps, and self-driving cars. 

Instead of asking, “How can we build a better map?” 

Google asked, “How can we map the entire world with real-time updates?” 

The difference between those two questions is what sets apart good ideas from game-changing ones.

How to Apply 10X Thinking to Your Goals

Whether you’re growing a business, working on a creative project, or solving a personal challenge, applying 10X Thinking can shift your results from average to extraordinary.

1. Stop Aiming for Small Improvements

Most people focus on making things slightly better—more efficient, more optimized, a little faster. But small improvements rarely lead to game-changing results.

10% Thinking: “How can I get 10 more customers this month?”
10X Thinking: “How can I build a system that brings in 1,000 new customers automatically?”

Instead of tweaking, ask yourself: If I had to increase this result by 10X, what would I do differently?

2. Break Your Own Assumptions

10X Thinking forces you to question everything you assume is necessary. Often, limitations exist only because of outdated thinking.

For example, before Tesla, people assumed electric cars had to be slow and boring. Elon Musk rejected that idea and created a faster, more exciting alternative to gas-powered cars.

To apply this to your own life, ask:

• What if I had to start from scratch?

• What “rules” am I following that don’t actually need to exist?

• What’s the most unconventional way to solve this problem?

Challenging assumptions opens the door to bigger, better solutions.

3. Solve the Hardest Problem First

Many people avoid tackling big challenges because they seem overwhelming. 

10X Thinking flips this—start with the biggest, hardest problem, and everything else becomes easier.

For example, if you want to build a wildly successful business, don’t focus on small marketing tweaks. 

Instead, ask: “What’s the biggest problem my customers face, and how can I solve it in a way no one else has?”

This approach ensures your work is focused on high-impact results, not just small optimizations.

4. Surround Yourself with 10X Thinkers

Most people think incrementally, so if you spend time with them, you’ll absorb that mindset. 

Surround yourself with people who think bigger—entrepreneurs, innovators, and creatives who push boundaries.

Instead of discussing minor improvements, they’ll challenge you to rethink your entire approach. Conversations with bold thinkers spark bold ideas.

Examples of 10X Thinking in Action

• SpaceX: Instead of making rockets 10% cheaper, Elon Musk asked, “How can we make them reusable?”—leading to the first-ever reusable rocket system.

• Airbnb: Instead of improving hotel experiences, Airbnb asked, “How can anyone turn their home into a hotel?”—creating an entirely new industry.

• Netflix: Instead of improving DVD rentals, Netflix asked, “How can we make watching movies instant and unlimited?”—leading to the rise of streaming.

These companies didn’t tweak existing models. They reinvented them.

Why 10X Thinking Matters

10X Thinking isn’t just for billionaires or tech giants. It applies to anyone who wants to create bigger opportunities and challenge the limits of what’s possible.

When you think bigger, you:

• Find better solutions by focusing on what truly matters.

• Push past limits that most people accept as fixed.

• Achieve more in less time by skipping slow, incremental progress.

The biggest breakthroughs happen when you challenge the status quo.

The BMM Takeaway

10X Thinking forces you to stop making small improvements and start aiming for game-changing breakthroughs. 

You can’t achieve big goals and dreams with small thinking. They don’t go together. Small thinking doesn’t give birth to big questions. And big questions are the key to 10X results.

By questioning assumptions, tackling big problems first, and surrounding yourself with bold thinkers, you can achieve results that most people think are impossible.

If you’re stuck thinking, “How can I improve this by 10%?” shift your mindset. 

Ask, “What would it take to make this 10X better?” 

That one question could change everything.