11

Turn the amp to 11.

In the film “This is Spinal Tap,” the guitarist proudly displays his amplifiers. He got them custom-made to go up to eleven.

That is one louder than ten.

Usually, we think there's a defined scale of how far things can go. But to make real progress, you need to leap.

How often have we only dreamt about reaching level ten, when there's always a hidden 11th level.

What would an 11/10 customer experience look like? How would an 11/10 marriage feel? And what would an 11/10 employee do?

And what would your life be like, if you gave 11/10 effort, every time you approached something?