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

Never
reduce a target. Instead, increase actions.
When you start rethinking your
targets, making up excuses, and letting yourself off the hook, you are giving up
on your dreams! These actions should be an indication that you're getting off
track—that you should begin thinking in terms of correcting your initial
estimation of effort.
The 10X Rule assumes the target is 
never
the problem. 
Any target attacked
with the right actions in the right amounts with persistence is attainable.
Even if
I want to visit another planet, I must assume that the right actions taken in the
right amounts over whatever time necessary will allow me to accomplish this.
When people inadequately measure the actions necessary, they inevitably start to
rationalize. Mankind seems to have this built-in, automatic calculator whose
only purpose is to explain away failure. The problem is that the first and most
often used calculations always seem to target something 
other
than activity level.
This calculator tends to be more emotional than logical; it judges the project,
clientele, economy, and individual to be deficient as a means of justifying why
things are not working out. This is probably due to all the false content that has
been loaded into the calculations by the media, educational system, and our
upbringings—excuses like, “the market isn't ready,” “the economy is bad,” “this
isn't wanted,” “I'm not cut out for this,” “our targets were unrealistic,” and on
and on. But more often than not, it's simply that you just haven't correctly
assessed the amount of action necessary. Regardless of the timing, the economy,
the product, or how big your venture is, the right acts done to the right degree
over time will make you successful.
I can assure you from experience—after 30 years of building companies and
bringing new products and ideas to market—that there will be something you
will never foresee, regardless of how detailed your business plan is. I don't care

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if your product cost nothing to make and it's 100 times superior to its closest
competitor; you will still have to apply 10 times more effort just to push through
all the noise in order to get people to even know about it. Assume that 
every
project you attempt will take more time, money, energy, effort, and people than
you can imagine. Multiply every expectation you have by 10, and you will
probably be safe. And if it doesn't take 10 times more than anticipated, great. It
is better to be pleasantly surprised than greatly disappointed.
If you want to save time in getting your idea or product to market, then you
must make sure you do 10 times more of everything in order to be in more
places with more people over shorter durations. For example, if you planned on
it taking one person to pitch your idea, then plan on it taking 10 people in order
to possibly be able to reduce the time it takes. But remember—10 times more
people will take 10 times more money, and someone will have to manage those
people.
10X parameters allow for a variety of unplanned variables that can strike at
any point during a project: employee problems, lawsuits, economic swings,
national or global events, competition, illness, and so forth. Add to this list any
marketplace resistance to your projects, people being set in their ways, shifts in
technology, and, well, you have a whole slew of additional potential events.
For some reason, people who develop an idea about something they want to
bring to the market tend to embrace a sense of optimism that frequently causes
them to grossly misjudge what it will take to complete their project. While
enthusiasm for any project is clearly important, you cannot forget one important
fact: Your potential customers are not as enthusiastic about this project—because
they don't even know about it yet. The potential market is likely just starting to
wrap its head around the notion. Then, too, there is the possibility of apathy—
that there will be no interest whatsoever.
I'm not telling you to be pessimistic; just be prepared. Tackle your project with
the 10X Rule—like your life depends on it. Manage every action as though you
have a camera on you every step of the way. Pretend you're being recorded as a
model by which your children and grandchildren will learn how to succeed in
life. Attack everything with the ferociousness of a champion athlete who is
getting his last opportunity to claim his pages in the history books. And always
remember to follow through completely: That is the great common denominator
of all winners. They see every action through to completion. Make no excuses,
and adopt a “take-no-prisoners” attitude. Approach every situation with an “in-
it-to-win-it-whatever-it-takes” mind-set. Sound too aggressive? Sorry, but that is
the outlook required to win nowadays.

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I know you've probably heard this before, but success does not merely
“happen.” It is the result of relentless, proper actions taken over time. Only those
who operate with the appropriate view and corresponding actions will have
success. Luck clearly has something to do with it, but anyone who is “getting
lucky” will tell you that their “luck” is directly proportional to what they've
done. The more actions you take, the better your chances are of getting “lucky.”