Is your industry beseiged by new startups and aggressive offerings from other competitors that leverage out of the box thinking?

Have you gotten into a rut of incrementalism when it comes to your product development?

Are your primary customers being wooed by next generation experiences while you deliver previous generation products?

Recently at the “Mind the Product” conference Ken Norton, Product Partner of Google Ventures, gave a talk entitled “10x Not 10%, Product Management by Orders of Magnitude” that will help.

The video presents ideas that can help break your product thinking out of the a rut and should be considered for your planning and strategy discussions.

In the presentation, Ken provides a framework of thinking to shift and broaden your mindset when it comes to future products and services. He makes a great case that incrementalism will get you totally disrupted. Using a rich tapestry of historical examples that many in the U.S. are familiar with, Ken makes a compelling case for integrating 10x thinking into our product development and management processes. I believe the framework can benefit companies that embrace these ideas. It can be one weapon in your aresenal to help deal with the rapid pace of innovation and change in your market. And, it may help your company be a disruptor, instead of a disruptee.

Martin Eriksson, over at MindtheProduct.com has a nice summary post of the presentation.

Ken’s own blog post is here if you prefer his written version.

The video is worth the 37 minutes.