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

mantra. A commonly repeated word or phrase.
market share. The percentage of the market for a product or 
service that a company supplies.
marketing campaigns. A connected series of operations 
designed to promote, sell, and distribute a product or 
service.
marketplace. The world of trade or economic activity; the 
everyday world.
Mary Kay. A brand of skin care and color cosmetics sold 
by Mary Kay Inc. Mary Kay World Headquarters is 
located in Addison, Texas, a Dallas suburb. Mary Kay Ash 
founded Mary Kay Inc. on Friday, September 13, 1963. 
Richard Rogers, Mary Kay’s son, is chairman and CEO, 
and David Holl is president and COO.
misnomer. A wrong or inappropriate name or designation.
MLM (multilevel marketing). Also known as network mar-
keting, a marketing strategy that compensates promoters 
of direct-selling companies not only for product sales they 
personally generate but also for the sales of others they 
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Glossary 
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introduced to the company. The products and company 
are usually marketed directly to consumers and potential 
business partners by means of relationship referrals and 
word-of-mouth marketing.
momentum. Strength or force gained by motion or through 
the development of events.
money. Something generally accepted as a medium of 
exchange, a measure of value, or a means of payment, such 
as offi cially coined or stamped currency.
motives. Something (e.g., a need or desire) that causes a per-
son to act.
movers and shakers. Refers to people who make things happen.
must. (1) To be commanded or requested to (e.g., you must 
stop); (2) be urged to; ought by all means to.