The 10 X Rule by Grant Cardone ~ Book of the Week

This week’s book of the week is The 10 X Rule by Grant Cardone. The 10 X Rule is all about next level thinking. “…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.”¹ This thought reminds me of what of my favorite (and I would dare to say profound) episodes of Seinfeld. For those who aren’t familiar, the show is basically about Jerry and his three best friends life in New York and their  shared crazy idiosyncrasies. The writers famously profess that it’s  “a show about nothing.” One day George who is known for living with his parents, losing his job, and basically considers his life a disappointment, decides that if everything in his life was wrong leading up to that point, then the right answers must obviously be the opposite what he was doing before. George later goes up to a beautiful woman in Monk’s Café and says, “I’m unemployed and I live with my parents.” The woman turns around and with a huge smile and a sultry voice says, “I’m Victoria. Hi.”

It’s a funny clip, but nonetheless, it makes an interesting point. Our first instincts don’t always serve us. If they did we might be in a different place then we are now had we have made different choices. This may seem obvious at first. Then why don’t we change our habits and make better choices? Also if there is one behavior that could change the trajectory of our future or one continued choice for that matter, then why don’t we do it? It is our small behaviors made over and over again in time that bring us to where we are today. One of those habits may not be so obvious is our thinking.

10 X Next Level Thinking

In his book, The 10 X Rule, Grant Cardone talks about the main two focuses for the rule. “This is the focus of the 10x Rule: 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.”² Some struggle with humility or what they “think they deserve”, which I’ll talk about later. First we’ll look out the most common mistakes people make when going after the goals they set.

“The following is the basic series of mistakes people make when setting out to achieve goals:

  1. Mistargeting by setting objectives that are too low and don’t allow for enough corrective motivation.
  2. Severly underestimating what it will take in terms of actions, resources, money, and energy to accomplish the target.
  3. Spending too much time competing and not enough time dominating their sector.
  4. Underestimating the amount of adversity they will need to overcome in order to actually attain their desired goal.”²
blue rock, sunset, dragomir vujnovic

Photo by Dragomir Vujnovic. Used by Permission.

Years ago as a singer/songwriter I had a tour where I visited Borders Book stores and would play there for free. The way I made money though was instead of “charging” for a gig like most musicians do, I would make money by selling my CDs to Borders. I would sell anywhere from 10 to 15 to 20 CDs. I traveled by myself in a car and many times getting 4 to 5 gigs per city. I also didn’t have to spend hardly any money on press kits unlike usual means of getting gigs back then. And I only had to call one person for each 5 gigs and boom I had a tour. It was great.

Then I had two unexpected chain of events that ended it. First, my car broke down. Second,  it took a few months to get the checks from Borders. Had I of planned for the unexpected I could have defeated these two issues with ease. However, I didn’t and the tour ended. The funny thing is for years I beat myself up about it. What I should have done was just learn from it and moved on quickly. I internalized my mistakes as personal or character issues instead of a lack of planning and just basic lessons of growth. Grant Cardone, points this out when he talks about anticipating the unexpected. “Regardless of how superior your product, service or proposition is, I assure you that there will be something you don’t anticipate or correctly plan.”³

10 X Thinking : Success is Your Duty

Many times we have back stories that tell us that we either are not worthy of success, that we don’t deserve it, or that we just plain weren’t meant for success. And although you may have reasonings for these beliefs or have trouble shaking them off, I challenge you to flip the script. Think like Grant, “Treating success as an option is one of the major reasons why more people don’t create it for themselves-and why most people don’t even get close to living up to their full potential. Ask yourself how close you are to your full capability. You might not like the answer very much. If you don’t consider it your duty to live up to your potential, then you simply won’t.”4 Success isn’t your right. Success is your duty. If you believe that you don’t deserve success, it’s just as ludicrous as someone saying they do deserve it. Success isn’t some magic potion sprinkled on the select few. Instead see success as a duty to fulfill.

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Sarah Jackson

Vigilant Poster Girl

Every week I talk about a book that we’re reading on leadership and self-development. You can follow along by going to the Book of the Week page at the top. And order a book (either kindle, audible, or paperback) by clicking on the photo of that book. When you do that, it also helps fund this site. 


  1. The 10 X Rule by Grant Cardone pg 3
  2. The 10 X Rule by Grant Cardone pg 6
  3. The 10 X Rule by Grant Cardone pg 13
  4. The 10 X Rule by Grant Cardone pg 27

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