The Ten Times Rule: The Only Difference Between Success and Failure

The Third Degree of Action
People who take normal levels of action are probably the most prevalent in our
society today. This is the group that appears on the surface to be taking the
necessary amounts of action and to be “normal.” This level of action creates the
middle class and is actually the most dangerous—because it's considered
acceptable. People in this group spend their lives taking enough action to appear
average and create normal lives, marriages, and careers; however, they never do
quite enough to create real success. Unfortunately, a majority of the workforce
takes normal degrees of action; it's those managers, executives, and companies
that blend in more than they stand out. Although some members of this group
may occasionally attempt to generate exceptional quality, they almost never
create anything in exceptional quantities. The goal here is average—average
marriages, health, careers, and finances. As long as average works, they are fine
with it. They don't cause problems for others or themselves as long as conditions
remain steady and predictable.
However, the moment market conditions become negatively impacted—and
therefore less than normal—these people will suddenly realize that they're at
risk. Add any serious change to the conditions in which people take only
“normal” actions—which is certain to happen at some point—and all bets are
off. It's not uncommon to encounter a situation that will challenge a person's life,
career, marriage, business, or finances. When you have been taking only normal
actions, you are even more susceptible to challenges that are certain to come
your way. Any set of ordinary events, financial conditions, or stressful
experiences can throw off a lifetime of typically “acceptable” levels of action
and result in a serious degree of stress, uncertainty, and hurt.
Average, by definition, assumes “less than extraordinary.” It is truly—to some
degree or another—just an alternative description of retreat and no action. And it
does even take into consideration the negative spiritual effects of a person
knowing his or her true potential for action and then operating well below that
which he or she is capable. Someone who takes average actions but is capable of
much more is really electing to do some variation of doing nothing or retreating.
Be honest with yourself: Do you have more energy and creativity available
than you're using? Average student, average marriage, average kids, average
finances, average business, average products, average body type . . . . Who really

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desires “average”? Imagine that the products and services we're so often tempted
to buy used “average” in their advertising: “This fairly average product can be
found at an average price and delivers mediocre results.” Who would buy such a
product? People certainly don't go out of their way to find and pay for run-of-
the-mill merchandise. “We are offering cooking classes that will guarantee that
you become an average cook.” I can do that now without taking classes. “New
movie opening this weekend—average director, average acting, and the critics
are raving, 'two hours of average action.'” Oh—can't wait to stand in line for that
one!
Taking normal action is the most dangerous of the levels, because it is the most
accepted by society. This level of action is authorized by the masses, and
therefore people who don't take normal actions don't draw the necessary
attention required to catapult them to success. Companies call me constantly to
help the lower performers in their organization, yet they're overlooking the
average and even top performers who are still only taking average actions. This
book is probably more likely to wake up a “normal” action taker than someone
who does nothing or retreats since the “do-nothing” person wouldn't even bother
to buy this book in the first place and the retreater probably won't even go into
the bookstore. People who take average or normal levels of action 
will
buy the
book—and hopefully come out from under the spell that has been placed on
them. It is only by moving from the third to the fourth degree of action that a
person can turn an average existence into an exceptional life.