Business is won and lost based on an organization's ability to successfully nurture and productize loonshots. A loonshot is an out of the box idea that radically changes the way an industry works, or even creates a new industry. Uber was a loonshot for the taxi industry. The smartphone was a loonshot for the mobile industry.

The creators of loonshots are often viewed as crazy and are forced to fight through miles of red tape to see their ideas realized. Safi argues that it is the inability of large organizations to nurture loonshots that causes them to be disrupted by the plucky startup. But there is also a tipping point where an organization must stop shooting for the loonshot and focus on stability as well. This is the change to a System mindset from a Outcome mindset.