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The 10X Rule
The 10X Rule
The Only Difference Between
Success and Failure
Grant Cardone
John Wiley & Sons, Inc.
Copyright © 2011 by Grant Cardone. All rights reserved.
Published by John Wiley & Sons, Inc., Hoboken, New Jersey.
Published simultaneously in Canada.
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Library of Congress Cataloging-in-Publication Data:
Cardone, Grant.
The ten times rule: the only difference between success and failure / Grant Cardone.
p. cm.
Includes index.
ISBN 978-0-470-62760-0 (cloth)
ISBN 978-1-118-06406-1 (ebk)
ISBN 978-1-118-06407-8 (ebk)
ISBN 978-1-118-06408-5 (ebk)
1. Success in business. 2. Success. I. Title.
HF5386.C2543 2011
650.1—dc22
2010052153
Printed in the United States of America
10 9 8 7 6 5 4 3 2 1
“Anyone that suggests to me to do less
is either not a real friend or very confused!”
—Grant Cardone
vii
Contents
Introduction ix
Chapter 1 What Is the 10X Rule? 1
Chapter 2 Why the 10X Rule Is Vital 13
Chapter 3 What Is Success? 21
Chapter 4 Success Is Your Duty 25
Chapter 5 There Is No Shortage of Success 33
Chapter 6 Assume Control for Everything 39
Chapter 7 Four Degrees of Action 47
Chapter 8 Average Is a Failing Formula 61
Chapter 9 10X Goals 69
Chapter 10 Competition Is for Sissies 77
Chapter 11 Breaking Out of the Middle Class 85
Chapter 12 Obsession Isn’t a Disease; It’s a Gift 91
Chapter 13 Go “All In” and Overcommit 97
Chapter 14 Expand—Never Contract 103
Chapter 15 Burn the Place Down 109
Chapter 16 Fear Is the Great Indicator 115
Chapter 17 The Myth of Time Management 121
viii CONTENTS
Chapter 18 Criticism Is a Sign of Success 129
Chapter 19 Customer Satisfaction Is the
Wrong Target 135
Chapter 20 Omnipresence 147
Chapter 21 Excuses 155
Chapter 22 Successful or Unsuccessful? 159
Chapter 23 Getting Started with 10X 187
Glossary 205
About the Author 229
Index 231
ix
Introduction
Y
ou’ve probably picked up this book and wondered, what
exactly is this 10X Rule? And how will it help me?
The 10X Rule is the Holy Grail for those who desire suc-
cess. Seriously, if there is an end all, be all—then this is it! The
10X Rule establishes right levels of actions and thinking that
guarantee success and ensure that you’ll continue operating
at these levels throughout your life and career. The 10X Rule
will even dissolve fears, increase your courage and belief in
yourself, eliminate procrastination and insecurities, and pro-
vide you with a sense of purpose that will revitalize your life,
dreams, and goals.
The 10X Rule is the single principle that all top achievers
are using in the most fl ourishing areas of their lives. Regard-
less of how you defi ne success, this book will show you how
to guarantee the attainment of it—with any dream and in
any economy. The fi rst thing that has to happen is for you
to adjust your thinking to 10X levels and your actions to 10X
quantities. I will show you how 10X thoughts and actions will
make life easier and more fun and will provide you with more
time. After spending a lifetime studying success, I believe
the 10X Rule to be the one ingredient that all successful peo-
ple know and use in order to create the lives they desire.
The 10X Rule will show you how to defi ne the correct
goals, accurately estimate the effort needed, discern how to
approach your projects with the right frame of mind, and then
determine exactly how much action to take. You will see why
success is guaranteed when you operate within the parameters
of the 10X Rule, and you will fi nally understand the single
x INTRODUCTION
reason why most people never achieve success. You will dis-
cover for the fi rst time the mistake people make when setting
goals that, when done, single-handedly destroys any chance of
those goals becoming reality. You will also learn how to fi gure
out the precise right amount of effort necessary to accomplish
any goal—of any size. Finally, I will show you how to make it a
habit and a discipline to operate at 10X levels. And trust me—
once you are doing so, success won’t just be guaranteed; it will
continue to perpetuate itself, literally producing more—and
virtually unstoppable—triumphs.
The 10X Rule is a discipline—not an education, gift,
talent, or good fortune. It doesn’t require some special per-
sonality trait; it’s available to anyone who wants to employ it.
The 10X Rule will cost you nothing and gain you everything
you have ever wanted. It is the way that individuals and orga-
nizations should approach the creation and attainment of all
goals. I will show you how to make the 10X Rule a way of
life and the only way to handle projects. It will allow you to
stand out among your peers and the industry in which you
work. It will cause others to see you as almost superhuman
and extraordinary in your actions and your commitment to
success. They will recognize your status as a role model—not
just in terms of professional achievement but how to live life
to its fullest.
The 10X Rule simplifi es and demystifi es the phenom-
enon of what success is and what it takes to be successful.
Personally, the biggest mistake I’ve made is failing to set
my targets high enough—in both personal and professional
aspects of my life. It takes the same amount of energy to have
a great marriage as it does an average one, just as it takes the
same amount of energy and effort to make $10 million as it
does $10,000. Sound crazy? It’s not—and you’ll see this when
you start operating at 10X levels. Your goals will change, and
the actions you take will fi nally start to match who you really
are and what you are really capable of doing. You will start
taking action(s), follow by more action(s)—and will achieve
Introduction xi
what you’ve set out to do, regardless of the conditions and
situations you face. The single most important contributor to
the success I have created in my own life came as a result of
operating with the 10X Rule.
These concepts of goal setting, target attainment, and
taking action are not taught in schools, management classes,
leadership training, or a weekend conference at the Four
Seasons. No formula exists—at least that I could fi nd in any
book—that determines the correct estimation of effort. Talk
to any CEO or business owner and he or she will tell you that
suffi cient levels of motivation, work ethic, and follow-up are
clearly in shortage today.
Whether your goal is to improve the planet’s social con-
ditions or to build the most profi table company in the world,
you will be required to use 10X think and actions to get there.
It isn’t a matter of education, talent, connections, personality,
lucky breaks, money, technology, being in the right industry,
or even being in the right place at the right time. In every
case in which someone has created massive levels of success—
be it a philanthropist, entrepreneur, politician, change-agent,
athlete, or movie producer—I guarantee that he or she was
operating using the 10X Rule during his or her ascent and
attainment of success.
Another component that’s required for success is the abil-
ity to estimate the right amount of effort necessary for you—
and your team—to achieve a goal. By using the exact level
of effort necessary, you will guarantee achievement of these
objectives. Everyone knows how important it is to set goals;
however, most people fail to do so because they underestimate
the amount of action necessary to accomplish that goal. Set-
ting the right targets, estimating the mandatory effort, and
operating at the right level of action(s) are the only things
that will guarantee success—and that will allow you to blast
through business clichés, competition, client resistance, eco-
nomic challenges, risk aversion, and even fear of failure while
taking concrete steps to reach your dreams.
xii INTRODUCTION
The 10X Rule will ensure your success regardless of your
talent, education, fi nancial situation, organizational skills, time
management, the industry you are in, or the amount of luck
you have. Use this book as though your life and your dreams
depend on it, and you will learn to operate at new and higher
levels than you ever thought possible!
1
CHAPTER
1
What Is the 10X Rule?
T
he 10X Rule is the one thing that will guarantee that
you will get what you want in amounts greater than you
ever thought imaginable. It can work in every area of life—
spiritual, physical, mental, emotional, familial, and fi nancial.
The 10X Rule is based on understanding how much effort
and thought are required to get anything done successfully.
Chances are that if you look back over your life, you’ll see that
you have wildly underestimated both the actions and reasoning
necessary to accomplish any endeavor to the point where it
could be labeled successful. Although I myself have done well
in the fi rst part of the 10X Rule—assessing the level of effort
necessary to realize a goal—I failed the second part of the 10X
Rule: adjusting my thinking so that I dare to dream at levels
previously unimaginable. I will discuss both facets in detail.
I have been studying success for the better part of three
decades and have found that although there is much agreement
about goal setting, discipline, persistence, focus, time man-
agement, leveraging through good people, and networking,

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