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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THE 10X RULE
17. Embrace Change
Successful people love change, whereas the unsuccessful do 
everything they can to keep things from changing. But how 
can you create success when you are trying to keep things 
from becoming any different? It is impossible. Although you 
never want to alter the things that are working, you should 
always look for ways to improve what you are doing. The 
successful keep an eye out for what is coming next. They seek 
out potential, upcoming market transformations and embrace 
them instead of rejecting them. The successful look at how the 
world is shifting and apply this to how they might improve their 
operations and grow their advantage. They never subsist on 
yesterday’s successes. They know that they must continue to 
adapt or they won’t remain victorious. Change is not some-
thing to resist; it’s something that should keep you excited. 
Apple’s Steve Jobs is a great example of this. He changes his 
products before a competitor can catch up or his consumers 
can get bored with them. The willingness to accept change is 
a great quality of the successful.
18. Determine and Take the Right Approach
The successful know that they can quantify what works and 
what doesn’t work, whereas the unsuccessful focus solely on 
“hard work.” The right approach may be to institute a public 
relations program that softens the market, provide consumers 
with the right tool, or compel management to make the most 
powerful connections, fi nd the best fi rst investors, or hire 
the highest-quality staff. Whatever the method may be, the 
successful don’t think in terms of hard work (even though they 
are, of course, willing to work hard). Instead, they fi gure out 
how to work “smart” and handle the situation by fi nding and 
using the right approach until they succeed. The unsuccess-
ful always fi nd work to be diffi cult because they never take 
enough time to improve their approach and make it easier on 
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Successful or Unsuccessful? 
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themselves. The fi rst three years of my life as a salesperson 
was hard work and gave me sporadic results at best. Then 
I committed two years and thousands of dollars to improving 
my approach—and selling was no longer “work”! 
Successful people invest time, energy, and money in 
improving themselves. As a result, they don’t focus on how 
hard the work is but rather on how rewarding the results 
are! When you are winning because you have perfected your 
approach, it won’t feel like work; it will feel like success. And 
nothing tastes as good as the victory of success.