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

29. Be Dedicated to Continuous Learning
The most successful CEOs are reported to read an average 
of 60 books and attend more than six conferences per year—
whereas the average American worker reads an average of less 
than one book and makes 319 times less income. Although the 
media often discuss the disparity between the rich and the 
poor, they frequently fail to cover the amount of time and 
energy the wealthy have committed to reading, studying, and 
educating themselves. Successful people make time for con-
ventions, symposiums, and reading. There has never been 
a book, audio program, download, webinar, or speech from 
which I have not benefi ted—even from the ones that sucked. 
The most successful people I know read everything they 
can get their hands on. They approach a $30 book as though 
it has the potential to make them a million dollars. They see 
every opportunity to train and educate themselves as the 
most solid and sure investment they can make. Unsuccessful 
people, on the other hand, simply worry about the cost of 
a book or seminar without ever giving consideration to the 
benefi ts it will provide. So join the ranks of successful 
people who know that their income, wealth, health, and future 
are dependent upon their ability to continue to seek out new 
information and never stop learning.
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THE 10X RULE
30. Be Uncomfortable
Those who succeed were—at one point or another in their 
lives—willing to put themselves in situations that were 
uncomfortable, whereas the unsuccessful seek comfort from all 
their decisions. The most important things I have done in 
my life were not the things I was comfortable doing; in fact, 
many of them made me very uneasy. Whether it was moving 
to a new city, cold calling a client, meeting new people, doing 
a new presentation, or venturing into new sectors, most of 
it was uncomfortable for me until I got used to doing it. 
It is so tempting to become content with your surroundings, 
daily rituals, and habits—most of which are probably not 
furthering your mission. It feels good when things are famil-
iar. However, successful people are willing to put themselves 
in new and unfamiliar situations. That doesn’t mean that they 
are always changing just for the sake of changing; however, 
they know that getting too comfortable, too relaxed, and 
too familiar causes a person to become soft and lose his or 
her creativity and hunger to stay out front. So be willing to 
be uncomfortable, and do what makes other people uncom-
fortable as well. It is a sure sign that you’re on your way to 
success.