“You must create an offering that is so compelling, it stands by itself in the consumer’s mind.”

That part is so much more important than people realize. If you’re going for 10x, the place you hold in your user / customer’s mind is critical. William Mougayar had a really sharp post on that last year http://startupmanagement.org/2015/03/15/focus-your-startup-marketing-on-the-mind-not-the-product/