The 10x rule ffirs indd I 3/14/11 10: 22: 47 AM ffirs indd II 3/14/11 10: 22: 47 am the 10x rule The Only Difference Between Success and Failure Grant Cardone John Wiley & Sons, Inc

5. Seek to Solve Problems
Successful individuals love to seek out problems because 
they know that almost every problem is universal in some 
way or another. Some industries actually create problems so 
that they can “solve” them by way of selling their products 
to you. (Think of all the things you’ve purchased over the 
years because you “needed” them. Did you really? Or were 
you convinced that they would solve some problem you may 
or may not have had?) Flu shots are a great example. Many 
people think they are necessary, but medical opinion is divided 
on this matter. Problems for the successful are like a meal to 
the hungry. Give me a problem—any problem—and when 
I solve it, I will be rewarded and I may become a hero. The 
bigger the problems—and the more people who benefi t from 
the solution—the more powerful your success will be. You get 
yourself on the successful list by seeking problems to solve—
for your company, employees, customers, the government—
whatever they may be and wherever they might exist. The 
world is fi lled with people who have—and who unfortunately, 
cause—problems. One of the fastest and best ways to separate 
yourself from the masses is to establish yourself as someone 
who makes situations better, not worse. 
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164
THE 10X RULE
6. Persist until Successful
The ability to persist on a given path regardless of setbacks, 
unexpected events, bad news, and resistance—to continue 
steadfastly or fi rmly in some state, purpose, or course of action 
in spite of conditions—is a trait common to those who make 
it. I assure you that I, at least, am more persistent than I am 
talented. This isn’t a trait that people do or do not have; it’s 
something that can—and must—be developed. Children seem 
to display this quality innately until they come to see—via 
socialization, parenting, or a combination of both—that it’s 
not how most people act. However, this quality is necessary to 
make any dream a reality. 
Whether you are a salesperson or state person, employer 
or employee, you will have to learn how to persist through all 
types of situations. It is as though this planet has some kind of 
force or natural tendency—almost like gravity—that challenges 
people’s ability to persist. It’s almost like the universe is just 
trying to fi nd out what you are made of as it continues to con-
front you. I know that any endeavor I tackle will require me to 
persist with 10X actions until all resistance morphs into sup-
port. I don’t try to eliminate resistance; I merely keep going 
until the course changes and my ideas are maintained instead 
of defi ed. For example, I had a heckler on Facebook whose 
support I tried to gain but couldn’t. Rather than deleting that 
person, I asked my followers on Facebook what they thought 
of the situation and let them bury the guy and further sup-
port me. If something doesn’t end up supporting me, I simply 
persist with so much success that any remaining resistance will 
cease to exist. 
Persistence is a great advantage to anyone who wants to 
multiply his or her success—because most other people have 
given up on their innate ability to persist. When you retrain 
yourself to do whatever is necessary to ensure that you are in the 
best mental, emotional, and fi nancial position to persevere—
you will fi nd yourself on the list of the most successful. 
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Successful or Unsuccessful?