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Why not 5x, or 15x? How do you quantify how much "better" one app is than the other? That, to me, is the hard part. Instead of aiming for 10x, continuously and incrementally improving your product until it reaches the threshold will suffice, especially since that threshold will vary widely depending on what kind of product you have.

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I totally agree, without an actual means of measurement of "how much better" these multipliers seem to be useless. Also, often it is one or two key features that distinguishes one product from another. For me, Gmail's "how much better" was the better storage and the fact that conversations are organized better.

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