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

PR (public relations). The business of inducing the public 
to have understanding for and goodwill toward a person, 
fi rm, or institution; also the degree of understanding and 
goodwill achieved.
PR campaign. A connected series of operations designed to 
bring about a particular result; in this case, inducing the 
public to have understanding for and goodwill toward a 
person, fi rm, or institution.
price sensitive. Having or showing concern for something 
specifi c, in this case, price.
prima donna. A vain or undisciplined person who fi nds it dif-
fi cult to work under direction or as part of a team.
problems. (1) A source of perplexity, distress, or vexation; 
(2) diffi culty in understanding or accepting; (3) opposition 
to a solution.
produce. (1) To compose, create, or bring out by intellec-
tual or physical effort; (2) to bear, make, or yield some-
thing.
product. Something (such as a service) that is marketed or 
sold as a commodity.
production. In terms of personal production, the total results 
of a person’s efforts.
product line. Group of products manufactured by a fi rm that 
are closely related in use and production and marketing 
requirements.
profi t. The excess of returns over expenditure in a transaction 
or series of transactions; especially the excess of the selling 
price of goods over their cost.
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GLOSSARY
profi table. Affording profi ts; yielding advantageous returns 
or results.
programmed. To predetermine the thinking, behavior, or 
operations of as if by computer.
proposition. Something offered for consideration or accep-
tance; proposal.