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

Chapter 9
10X Goals

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I believe that one of the major reasons why people don't stick to their goals and
fail to accomplish them is because they fail to set them high enough from the
beginning. I have read many books on goal setting and have even been to
seminars on this topic, and I constantly see people set goals and then either never
get started or bail on them. Frequently and regularly, most of us have been
warned against setting goals “too high.” The reality is that if you start small, you
are probably going to go small. People's failure to think big enough usually
means they will never 
act
big enough, often enough, or persistently enough!
After all, who gets excited about so-called realistic goals? And who can stay
excited about anything with an—at best—average payoff? This is why people
begin to bail on projects when they experience any kind of resistance; their goals
are not big enough. To maintain your enthusiasm, you have to make your goals
substantial enough that they keep your attention. Average and realistic goals are
almost always a letdown to the person setting them—who is then unable to fuel
his or her goals with the actions necessary.
Indeed, most people are so apathetic about their goals that they only write
them down once a year. As far as I'm concerned, nothing worth doing is done
only once or twice a year. The things upon which your life depends most are
based on the actions you take daily. That is why I make sure to always do two
things: (1) I write my goals down every day and (2) I choose objectives that are
just out of reach. This opens me up to my full potential, which I use to fuel my
action each day. Some people suggest that setting improbable goals might cause
a person to become disappointed and lose interest. But if your goals are so small
that you don't even need to consider them on a daily basis, then you are going to
lose interest!
A good idea is to word your goals as though you've already accomplished
them. I keep a legal pad next to my bed so that I can record my goals first thing
each morning and right before I go to bed at night. I also keep one in my office
on which I record new and improved objectives. The following are examples of
some of the goals I am currently working on and how I write them down. Notice
that I word them as though I have already achieved each of them (when I have
yet to do so).
I own 5,000+ apartments that return over 12 percent positive cash
flow.
I am in perfect health and physical condition.
My net worth is over $100 million.
My income is over $1 million a month.

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I have written and published 12 or more best-selling books.
My marriage is alive and healthy and a positive model for others.
I am more in love with my wife every day.
I have two beautiful and healthy children.
I have no debt except that which is paid by others.
I own a beautiful home on the ocean that has no debt.
I own a ranch in Colorado that has incredible views of the mountains
and horses and is my ideal scene.
I own companies that I am able to control from a distance and have
great people working with me.
My children are friends with the most powerful people on the planet.
I am making a positive difference in my community and politics.
I continue to create unique programs that people want and that
improve the quality of others lives.
I have endless energy and interest in my career.
I have a hit TV show that has been on for five seasons.
I am one of the largest donors to my church.
Keep in mind that these are some of my goals and are only being used to give
you an example of how I word them. Also note that they are things that are yet to
be achieved, not things that have been achieved.
Average goal setting cannot and will not fuel massive 10X actions. If you
approach an endeavor with average thinking, you will start to give up the
moment you come up against any challenges, resistance, or less than optimal
conditions—unless you have some big juicy purpose as your engine. To get
through resistance, you must have a big reason to get there. The bigger and more
un
realistic your goals are—and the more they're aligned to your purpose and
duty—the more they'll energize and fuel your actions.
For example, let's say I want to save $100 million in a bank account. Does
anyone need $100 million? No! It is a goal—and the bigger and juicier it is, the
more likely you will be motivated to move in that direction and through
resistance. If you want to add even more energy to your goals, then make sure
they are tied to something even bigger. For instance, someone who wants to earn
money but doesn't have a constructive goal for what to do with it may only
produce the money and then just waste it. When you are setting a goal, be sure
you are clear about what you want it for, and then tie it to a greater purpose.
Think massive and broad when setting your goals. Many people make money a

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target and set a goal to save it but then just destroy the wealth that was created.
Look at how many people just wanted to get rich, did so, and then died broke. So
having goals aligned with other goals will start to actually help you. Let's say
one of my goals is to save $100 million and another goal is to use that money to
help my church and fund programs to improve conditions for mankind. This is
an example of combining goals that will generate the fuel and horsepower to
drive my actions and all my goals.
One of the first jobs I ever had was at McDonald's. I hated it—and not because
it was McDonald's. I hated it because it was not lined up with my goals and
purposes. The guy who worked next to me loved his job because it aligned with
his goals and purposes. I was the guy making $7 an hour because I wanted some
spending money, and he was the guy making $7 an hour but who wanted to learn
the business and open 100 franchises. He didn't understand why I wasn't excited,
and I didn't understand why he 
was
. I was fired, and he went on to own
franchises. Your goals are there to fuel the actions you will need to take—so
make them big and make them often and then tie them in with your other greater
purposes.
Ask yourself whether the goals you have set are equal to your potential. Most
people will admit that their goals are well below their potential—because most
of the world has been convinced, persuaded, and even educated to set small,
attainable, and realistic goals. If you're a parent, I am sure you have heard
yourself suggest this to your children—or maybe you heard it from your own
parents or in your work environment. Never set realistic goals; you can get a
realistic life without setting goals for it.
I truly despise the word “realistic” because it is based on what others—who
have probably been operating at only the first three degrees of action—have
accomplished and believe possible. Realistic thinking is based on what others
think is possible—but they are not you and have no way of knowing your
potential and purposes. If you are going to set goals based on what others think,
then be sure you do it based on what the giants on this planet think. They will be
the first to tell you, “Don't base your goals on what I have done because you can
do even more.” But what if you set goals based on those of the top players in the
world? Steve Jobs's goal, for instance, is to “ding” the universe—to create
products that forever change our planet. Look at what he has done with Apple
and Pixar. If you are going to set goals comparable to those of others, then at the
very least pick the giants who have already created massive success.
Many people find themselves on the path they're on simply because they're
doing what other—average—people have done. Most people go to college not

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because they want to but because they are told to go. Most people belong to the
religion they belong to only because they were brought up that way. Most people
speak only the language that their family speaks and never take the time to learn
another language. Most of us are influenced by the decisions our parents,
teachers, and friends have made and then the limitations set by them and for us. I
bet that if I asked your five closest associates about their goals, I'd probably be
able to identify some of yours as well. You—and your goals—are manipulated
by your surroundings.
I will never tell another person what his or her goals should be. However, I
would advise that when you do set your goals, take into account that you have
been educated with restrictions. Be aware of this so that you don't underestimate
the possibilities. Then take the following into account: (1) You are setting these
for 
you
—not for anyone else. (2) Anything is possible. (3) You have much more
potential than you realize. (4) Success is your duty, obligation, and
responsibility. (5) There is no shortage of success. (6) Regardless of the size of
the goal, it will require work. Once you've reviewed these concepts, then sit
down and write out your goals. And then be willing to rewrite them every day
until they are achieved.
If you underestimate your potential, then it is impossible to set appropriately
sized targets. Set the goals too small, and you will not gear up for the massive
action necessary. I know the concept of