In a market where a need already scores high on both importance and satisfaction (the upper-right quadrant of the Importance vs. Satisfaction (Opportunity) Framework — e.g., Google Search), incumbents have already captured most of the achievable value. A new entrant challenging that need must deliver an improvement that is roughly 10x better, not incrementally better, or users have no reason to switch.
Small improvements get absorbed by switching costs and habit. Only a dramatic leap creates enough pull to overcome the incumbent's head start. This is Olsen's practical gate-check before entering an already-satisfied market: if the pitch amounts to "a bit better," the opportunity isn't really open.
The rule assumes the satisfaction ceiling stays fixed at 10/10. When a new technology instead redefines what "10 out of 10" means, see The '11 out of 10' Question — a different, rarer, higher-upside path than out-executing on the same scale.
Before committing to enter an upper-right-quadrant market, honestly score whether the solution is a dramatic leap or an incremental one. If incremental, look for a different, lower-satisfaction need instead — see Two Competitive Strategies: Upper-Left Capture vs. "To-11" Disruption.