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

Chapter 20
Omnipresence
The word “omnipresence” conveys the concept of being everywhere—in all

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places, at all times. Can you imagine what it would be like if you, your brand,
and your company could be everywhere all the time—and how much power this
would give you? Although it may seem impossible, this should be your goal.
The things that are assigned the most value on this planet are believed to be
available everywhere. It is impossible to amass true success without thinking in
terms of making your ideas, products, services, or brand universal. The things
upon which people depend most are omnipresent, from the oxygen you breathe
to the water you drink to the fuel you burn in your car to the electricity that runs
through your home to the most impressively branded products on earth. What
these items have in common is that they're accessible everywhere. You see them,
constantly, depend on them, and have become used to needing them, in most
cases, on a daily basis.
Consider something as seemingly obvious as the news. TV channels,
newspapers, radio, and the Internet deliver the news 24/7—so that's usually
what's on people's minds most frequently. We see it when we wake up, we talk
about it at the water cooler, we hear about it throughout the day, and we watch it
on television before we go to sleep.
This is the kind of mind-set from which you must operate—to make yourself
available everywhere. You want people to see you so often that they think of you
constantly and instantaneously identify your face or name or logo with not just
the offering you represent but even the offering made by those similar to you.
Many people incorrectly assume that they can make a handful of phone calls, a
personal visit or two, and send out some e-mails and somehow command
people's attention. But the truth is that none of these actions will cause people to
think about you enough to have a considerable effect. Are you operating at the
right level of targeting, and thinking big enough? If you're not already, you need
to expand your approach and enlarge your footprint with the goal of dominating
and being everywhere.
My goal these days is to get more than 6 billion people to hear my name
constantly, know it when they hear it, and then when they think sales training,
they think of me. Although this may seem unrealistic, probably unattainable, it is
the right target, thinking, footprint, and concept for my business—to be
everywhere. The mere commitment to doing something this big will be an
adventure in and of itself. Even before I'm able to fully attain my goal, I will
achieve some greater level of success in the attempt. Will money come as a
result? Absolutely! Will people buy my products? For sure! Will I create success
for my ideas and get support for whatever I am trying to accomplish?
Guaranteed!

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This mind-set will then allow for us to make all our decisions with the goal of
moving me in the direction of getting everyone on the planet to know about me,
my products, my company, and my efforts! Every decision we make at my
company is based on this one mission: Introduce the entire planet to Grant
Cardone. Although our targets have to be funded, money is not our primary
interest. We know profits will come as a result of our efforts to be everywhere at
the same time. We don't ask what a project will cost or whether it fits in the
budget or if we have time to do something. We ask, does it help us accomplish
the mission of being everywhere? We don't stop to figure out whether I want to
travel or speak to a smaller group or what the outcome may be. We simply do
not allow any excuses and distractions that could limit expansion. In the same
way, any attempt you make to have yourself, your brand, your product, or your
service be omnipresent will automatically guide your actions and decisions.
Is this kind of thinking too big? For most people, it is. Is it absolutely
necessary? Well, not if you are willing to settle for average. However, if you are
considering that, go back and reread the chapters on why average goals will fail
you and why normal does not work. Show me one great company that has not
accomplished omnipresence. Coca-Cola, McDonald's, Google, Starbucks, Phillip
Morris, AT&T, La-Z-Boy, Bank of America, World Disney, Fox TV, Apple,
Ernst & Young, Ford Motor Company, Visa, American Express, Macy's, Wal-
Mart, Best Buy—these names are everywhere. Each of these companies is in
every city—some on every street corner—and most are available around the
world. You see their ads, you know what their logos look like, and you can even
hum some of their jingles and use their names to describe not just their products;
but in some cases, their competitors' products as well.
There are also individuals who have accomplished omnipresence so well that
the world immediately recognizes their names, such as Oprah, Bill Gates,
Warren Buffett, George Bush, Barack Obama, Abe Lincoln, Elvis, the Beatles,
Led Zeppelin, Walt Disney, Will Smith, Mother Teresa, Muhammad Ali,
Michael Jackson, Michael Jordan, and so on. Whether you like them or not, each
of these people has created such a name for himself or herself that most people
know
who they are—or at the very least, recognize their name and align it with
importance. The way in which they manage and control their brands will
determine their long-term success and survivability.
My father always gave me the following valuable advice: “Your name is your
most important asset. [People] can take everything away from you—but they
can't take your name.” Although I agree with my dad's emphasis on the
importance of names, it of course becomes less important if no one knows it.

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Unless people know who you are, no one will pay attention to what you
represent. You have to get people to know you, which means that you have to get
attention. The more attention you get, the more places you will be; the more
people you are with, the more you can be everywhere. And all of this will
improve your chances of using your good name to do good work.
Have you ever heard the saying, “It is enough if you can just help one
person”? Although it's surely a good thing to help one person—and certainly
better than helping no one—I personally don't really believe helping just one
person is enough. I know it sounds good and that this saying emphasizes the
importance of helping others, but there are 6.8 billion people on this planet, and
most of them need 
some
kind of help. Your goal must—and can—be bigger than
“just one person.” And in order for this to happen, people must know who you
are and what you represent! Otherwise, you will not be able to help even one
person—much less make a dent in 6.8 billion.
You must think in terms of being everywhere at all times. This is the kind of
10X mind-set necessary to dominate your sector. If you commit to taking 10X
actions consistently, followed up with more 10X actions, then I assure you that
you will be propelled into situations where you 
find
yourself everywhere. The
first thing you have to do is burst through obscurity and let the world know what
you can do for it—and then do it relentlessly. Although it might sound like a
grind, it will only be a chore if your goals are too small, self-serving—and
unattained. I promise it won't feel like a grind when you come out on top. You
may want to get rich—but why? What do you want to use the money for? Do
you have a higher purpose you're looking to serve? After all, you can only
accumulate so much personal wealth before it doesn't matter anymore. Maybe
you want to amass riches in order to help more people and improve conditions
for all mankind. That would require you to be omnipresent—everywhere, all the
time.
The higher your purpose, the more fuel it will provide for your 10X actions.
This is what it takes to rocket to omnipresence. People of fame and influence
achieve this status because they are compelled to fulfill their purpose by writing
books, doing interviews, blogging, writing articles, accepting speaking
engagements, and saying yes constantly to get attention for themselves, their
companies, and their projects. These are the results of thinking big. This isn't a
grind; this is passion. It is only a grind when your mind-set and actions are too
small and will not create enough of a payoff. You are capable of much more than
you're doing now. Once you match your mind-set with the right purpose, you
will start taking 10X actions—and find yourself simultaneously propelled into

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more places than you ever thought possible.
In order for your life not to feel like “work”—or like you're running on a
hamster wheel—you must think in terms of the right volumes. Omnipresence—
the goal of being everywhere at all times and at the same time—is exactly the
kind of massive thinking that is missing from most people's expectations of
themselves and their dreams.
You must first make a vow to have your brand, idea, concept, company,
product, or service make a footprint on the planet. To do so, you have to get
involved with your community, school system, neighborhood, and local politics.
You have to attend and be seen at events, write in the local paper, and get
connected to the players in your community. Once involved do everything
possible to stay active, have people see you, read you, hear you, and think about
you. Say yes to every opportunity to get your word out. Write about it, talk about
it, give lectures on what you do, and even bark on the street corners if you have
to. Commit to omnipresence!
I didn't learn this incredibly important lesson myself until I was under major
attack by people who didn't want to see me doing well and I had to figure out
how to counter it. My gut reaction was to retaliate immediately by way of
inflicting physical harm (which I felt in a fleeting moment of insanity). However,
my wife reminded me of my own saying: “The best revenge is massive success.”
She advised me to move forward with such great momentum and so much of a
presence that every time these people woke up, turned the TV on, or made a
business move, they would see my face—and be reminded of how well I was
doing. Hearing the truth from my sane and positive wife immediately put me at
ease—and made it clear to me that the best payback possible was not force of
any kind but simply amassing more success.
Rather than spending energy on retaliating, I spent all my energy, resources,
and creativity on becoming omnipresent and expanding my footprint. This is a
much better investment in energy than chasing someone else down. Consider
how you can use this illustration to figure out how you can be in more places at
the same time. Immediately after this attack, I got very busy making sure I was
seen everywhere all the time. I wrote my first book and followed it up with
another one three months later. I then finished my third book, and members of
my group spent months doing everything possible to make it a