In Zero to One, author Peter Thiel makes the case for unorthodox thinking in order to build the future purposefully by creating companies so good they can effectively reap the benefits of a monopoly for a long period of time, potentially decades. He argues that the path to making money long-term is to make a product at least 10x better than the so-called competition and not get trapped in the traditional thinking of making incremental advances on existing products. The all-electric Tesla Roadster, for example, was in a league of its own when it launched and created much better opportunities for Tesla than if they had made something to compete with the Honda Civic.
