I am convinced '10x better' is relative to distribution

True 10x better generates its own distribution

My point is if your product is not 10x, you’ll need to do that much more selling. 

True 10x products sell themselves with word of mouth.

Agree but Salesforce was not 10x to Seibel but cloud distribution was 10x faster and easier. OR zoom was not 10x better than the rest but invite system created flywheel distribution

Building something new. Former product at OpenStore, Walmart Labs, and Beyond Limits.

Worked for Google with search and Apple with the iPhone.

It doesn’t guarantee more users than incumbent