How many times have you just 'added ten' to come up with next year's budget... Or one product ads eight while another adjusts thirteen to hit the target your GM said was "the right fit"? Just a guess... Ten would cover the cost-of-living adjustments and typical inflation when the Fed hits normal rate increases with a small profit margin maintained, but not putting your product out of reach of consumers. But is that why a perfect ten is the standard "just do it"? If you can't justify it, be a better professional that doesn't blindly follow, and instead of present facts to lead to a better way. Help your business by understanding the vision but utilizing realistic steps to achieve it. Here are some suggestions.
https://hbr.org/2015/07/a-way-to-know-if-your-corporate-goals-are-too-aggressive
