The 10X Rule by Grant Cardone - Book Summary and Review

"The 10X Rule : The Only Difference Between Success and Failure"  is a self-help book by Grant Cardone. Cardone is considered as one of the best sales training person internationally. He also owns a multi million dollar real estate venture.

10X Rule by Grant Cardone
10X Rule by Grant Cardone


What is 10X rule?
Often we set low "realistic" targets, try to be competitive in the industry and get into relaxing state once a level of success is achieved. The focus of the 10X Rule is that "You must set targets that are 10 times what you think you want and then do 10 times what you think it will take to accomplish those targets."

Limiting your goals and underestimating what it takes to achieve a goal are violations of 10X rule.

"Never reduce a target. Instead, increase actions. 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."

Key Points:

  • Success is your duty : Instead of treating success as an optional thing, one should treat it as an obligation.
  • There is no shortage of success : Success isn't a limited commodity, nothing is saturated.
  • Assume control for everything : Plan for all the things that can go wrong. Hold responsibility for every obstacle that can seem like something out of your control. For example, you are late not because of traffic, but because of your failure to account for traffic time. Instead of whining about things that are completely out of control, choose a responsible response.
  • Four degrees of action: How to calculate and then take the right amount of action is more important than your concept, idea, invention, or business plan. The four degrees of actions are as follows:
    • Do nothing.
    • Retreat.
    • Take normal levels of action.
    • Take massive action.
  • Massive action is actually the level of action that creates new problems—and until you create problems, you’re not truly operating at the fourth stage of action.
  • Average is a failing formula. Taking normal levels of action will ensure to remain average. This “addiction to average” can kill the possibility of making your dreams a reality. Normal gets you just that—normal.
  • 10X goals: To maintain your enthusiasm, you have to make your goals substantial enough that they keep your attention. 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.
  • Competition is for sissies : Instead of trying to compete in a field, choose to dominate it so much that others will hesitate to even attempt to compete with you.
  • Break out of the middle class mentality, don't be content with the income that won't last long after you retire and the commodities that are more debt than ownership.
  • Obsession isn’t a disease, it’s a gift : Most successful follow up every action with an obsession to see it through to a reward.
  • Go “All In” and Over-commit: Give it all, your efforts, creativity, energy, ideas, and persistence.  Don't be afraid to over-commit and work on it to deliver. Follow through completely.
  • Expand, never contract: When the world retreats because of some crisis or some obstacles, keep expanding in some way or the other. Never retreat.
  • Keep adding more fire to your actions with more actions.
  • Fear is the great indicator:  Lengthy contemplation only causes fear to grow. It’s far preferable to fail while doing something than to fail by over-preparing while someone else walks up and scoops up your dreams.
  • Time management: Instead of trying to achieve a "balance", think 10X and aim for abundance in everything. Set distinct and definitive priorities.
  • Criticism is a sign of success : Treat it as a part of being successful.
  • Customer satisfaction is the wrong target : Increasing customer satisfaction is impossible without increasing customers. The order of importance should be customer acquisition, customer loyalty, customers who spread the word about you.
  • Omnipresence : Unless people know who you are, no one will pay attention to what you represent. 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.
  • Excuses: It is impossible to take big actions if you don’t take responsibility. It is equally impossible to do something positive when you are spending your time making excuses.
  • Successful people have a “Can Do” Attitude, believe “I Will Figure It Out” instead of "I don't know", focus on Opportunity, love Challenges, seek to Solve Problems, persist until Successful, take Risks, are unreasonable, dangerous, create Wealth instead of conserving money, readily take Action, always say “Yes”, habitually Commit, go All the Way, focus on “Now”, demonstrate Courage, embrace Change, determine and take the Right Approach, break Traditional Ideas, are Goal-Oriented, are  on a Mission instead of a job, have a High Level of Motivation, are interested in Results, have Big Goals and Dreams, create their Own Reality, commit First—Figure Out Later, highly Ethical,  interested in the Group,  dedicated to Continuous Learning, uncomfortable, “Reach Up” in relationships to more successful people, are Disciplined.
  • Getting Started with 10X : Now means now—not a minute from now. Start with first things first; make your initial list of goals, then a list of actions that will propel you in that direction. Then—without overthinking it—start taking those actions. A few things to keep in mind as you start:
    • Do not reduce your goals as you write them.
    • Do not get lost in the details of how to accomplish them at this point.
    • Ask yourself, “What actions can I take today to move me toward these goals?”
    • Take whatever actions you come up with—regardless of what they are or how you feel.
    • Do not prematurely value the outcome of your actions.
    • Go back each day and review the list.


The book is basically about not to think and act in boundaries and limits. Think and act big. This point is reiterated all through the book and sometimes get repetitive. Most of the chapters content basically say the same thing as the chapter heading - differently  structured sentences with the same meaning.

Rating : 3/5


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