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

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16. Demonstrate Courage
Courage is that quality of mind or spirit that compels 
people to face dangerous situations in spite of fear. It’s rare that 
people feel or are described as courageous before the event 
that compels them to act in this way. Rather, they’re referred 
to as such as a result of taking action regardless of their fears. 
Soldiers and heroes never refer to themselves as brave before 
they endure hardships. As far as they’re concerned, they’re 
just doing what they have to do at that moment. 
You’ll often notice that successful people carry them-
selves with an air of confi dence and conviction, a sense of 
comfort, and maybe even a touch of arrogance. Before you 
start thinking that they are somehow inherently “different,” 
you should understand that they acquired these qualities as a 
result of taking action. The more frequently you can do things 
that scare you a bit, the more others will label you as cou-
rageous—and then gravitate toward you. Courage comes to 
those who act, not to those who think, wait, and wonder. The 
only way to hone this trait is by taking action. Although you 
can train to increase your skills and your confi dence, cour-
age is only attained by doing—especially doing things that you 
fear. Who wants to do business with or support someone who 
readily gives in to his or her fears? Who wants to invest in a 
project when the people behind it don’t act with confi dence 
and courage? 
I was recently interviewed by someone who asked me, 
“Does nothing scare you?” The question surprised me because 
I know that I experience fear. I suppose that it must appear 
that I am not scared because I deliver fourth degree actions—
and you can certainly do the same. Attack, dominate, and keep 
your attention on the future, and then continue to repeat your 
actions—and your courage will grow. Do things that scare you 
more frequently, and they will slowly begin to scare you a bit 
less—until they become so habitual that you wonder why you 
ever feared them in the fi rst place!
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