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

14. Go All the Way
As they say in AA, “Half measures achieved us nothing.” 
For members, this means that you can’t get sober if you are 
drinking—even a little bit. In the world of success and achieve-
ments, half measures achieve nothing in terms of results—
except for tiring out the person engaging in the half measures. 
This is why most people refer to work as though it were an 
illness. Only those who go all the way and see things through 
until they’re done experience the rewards that the workplace has 
to offer. Until an action is turned into a success, it is not done. 
Until you make the potential client a client or the potential 
investor an investor, you have not gone all the way. This 
might seem harsh, but if you called a client 50 times and didn’t 
get the deal done, then you might as well have not called that 
person at all. This is the point at which people become 
reasonable and therefore don’t make it. Commit to being 
completely unreasonable and going all the way. Don’t accept 
any excuses! No settling allowed!
15. Focus on “Now”
There exist only two times for the successful: now and the 
future. The unsuccessful spend most of their time in the past 
and regard the future as an opportunity to procrastinate. 
“Now” is the period of time that successful people utilize most 
often to create the futures they desire in order to dominate 
their environments. You cannot do what unsuccessful people 
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THE 10X RULE
do, which is to use any excuse they can think of to put off the 
tasks they should be completing immediately. Instead, you 
must acquire the discipline, muscle memory, and achievements 
that result from taking massive action—while others think, 
plan, and procrastinate. Taking actions immediately allows the 
most successful to design the future they desire. The successful 
understand that they must keep taking actions now. They’re 
well aware that procrastination is the ultimate weakness. 
The 10X Rule requires that you take action in massive 
quantities and immediately. Anyone who puts off doing what 
he or she can do right now will never gain the momentum 
and confi dence that result from doing so. For example, I once 
told my staff that I wanted each one of them—even those in 
administrative positions—to make 50 phone calls. I immedi-
ately saw signs of panic appear on everyone’s face—as though 
this would be impossible to achieve, what with everything else 
they had to do. So I told them, “You each have 30 minutes 
to make your calls—go!” I then went to my offi ce and made 
28 phone calls in 22 minutes. 
You cannot allow even one second of worry or analysis 
to delay you in situations like these—because every second 
you spend thinking is a second of action that you’re wasting! 
You will be amazed how much you can get done when you 
quit thinking, calculating, and procrastinating and just get on 
with it and make a habit of acting now. Although this may 
cause you to feel like you are reacting constantly—causing 
you to be too spontaneous—it will also make acting a habit. 
Action is necessary—and there is no time more valuable than 
now. While others are trying to fi gure out how they will get 
something done, you will have already fi nished it. The person 
who continues to do more consistently will improve his or her 
skill set out of sheer survival and adjustment. Discipline your-
self to perform now—not later—and I assure you that the 
volume of endeavors you are undertaking will quickly increase 
the quality of work—and propel you to move with enhanced 
conviction and certainty. 
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Successful or Unsuccessful?