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



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10X

Chapter 1
What Is the 10X Rule?
The 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 financial. 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 first 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 management, leveraging through good people, and
networking, I've never been clear on that 
one thing
that really makes the
difference. I have been asked hundreds of times in seminars and interviews,
“What is that one quality/action/mind-set that will ensure a person creates
extraordinary success?” This question has nagged me to understand if there was
one thing in my own life that made a difference: “What 
one thing
have I done
that made the biggest difference?” I don't have some gene that others are
missing, and I definitely haven't been lucky. I was not connected to the “right”
people, and I didn't go to some blue-blood school. So what was it that made me
successful?
As I look back over my life, I see that the one thing that was most consistent
with any success I've achieved was that I always put forth 10 times the amount
of activity that others did. For every sales presentation, phone call, or
appointment others made, I was making 10 of each. When I started buying real
estate, I looked at 10 times more properties than I could buy and then made
offers to ensure that I was able to buy what I wanted at the price I desired. I have
approached all my business enterprises with massive action; that has been the
single biggest determining factor in any success I have created. I was a complete
unknown when I built my first company without a business plan. I had zero
know-how or connections, and the only money I had was generated by new
sales. However, I was able to build a sound, viable business just by utilizing and
operating at activity levels far beyond what others considered reasonable. I made
a name for myself—and literally changed an industry as a result.
Let me be clear here: I do not think that I've created extraordinary levels of
success, nor do I think I have tapped into my full potential. I am completely
aware that there are many people who are many times more successful—at least
financially—than me. Although I am not Warren Buffett, Steve Jobs, or one of
the founders of Facebook or Google, I have created multiple companies from
scratch that have allowed me to have an overall enjoyable lifestyle. The reason
why I didn't create extraordinary levels of financial success is because I violated
the second part of the 10X Rule: the 10X way of thinking. That would be my
only regret: failing to approach my life with the right mind-set. I would have
actually set targets that were 10 times what I had dreamed of in the beginning.
But, like you, I am working on it now—and I still have a few years to correct
this.
I mention the notion of creating “extraordinary levels” of success time and
again throughout this book. Extraordinary by definition means anything outside


the realm of what most normal people can and do achieve. And of course that
definition would then depend on with whom or what class of success you are
comparing yourself. Before you say, “I don't need extraordinary levels of
success” or “success is not everything” or “I just want to be happy” or whatever
else you may be mumbling to yourself at this very moment, understand
something: in order to get to the next level of whatever you're doing, you must
think and act in a wildly different way than you previously have been. You
cannot get to the next phase of a project without a grander mind-set, more
acceleration, and extra horsepower. Your thoughts and actions are the reasons
why you are where you are right now. So it would be reasonable to be suspect of
both!
Let's say you have a job but no savings and want to have another $1,000 a
month coming in. Or perhaps you currently have $20,000 in the bank and want
to save $1 million or that your company is doing $1 million a year in sales and
you want to get to $100 million. Maybe you need to find a job, lose 40 pounds,
or find the right partner. Although these scenarios cover different areas of your
life, they all have one thing in common: the person who desires them is 

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