Everything depends on case capacity. A .308 has 56
gr H2O case capacity. A 30-06 has 68
gr H2O case capacity. A .308 can drive lighter 150 grain bullets almost as fast as a 30-06, but nowhere near as fast with 180 grain bullets.
Similarly a 10mm auto develops 1400 fps 675 ft lb with a 155 grain bullet while the 150 grain load also from from doubletap, in the .40 S&W comes within 100 fps at 1317fps 580 ft/lbs and the 135 grain bullet comes closer yet in terms of velocity, 1375fps, but it's a trade-off between bullet weight, mass, and more impressive numbers on the Chronograph.
A similar relationship exists between the standard 10mm auto and the 10mm MAGNUM auto, which is essentially a rimless 41 magnum but with a .035 inch shorter case.
.40 S&W: case length .850 case capacity 19.3
gr H2O
10mm auto: case length .990 case capacity 24.1 gr H2O
10mm magnum: case length 1.255 case capacity 29 gr. H20 approximate
.41 Magnum: case length 1.290 case capacity 31 gr. H20 approximate
.44 Magnum case capacity 38.6
gr H2O