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

things you want; otherwise, you are going to spend a lifetime being 
obsessed with making up excuses as to why you didn’t get the life 
you wanted.
It is unfortunate that people with this kind of voracious 
obsession and fi erce drive are categorized as off-balance, work-
addicted, obsessive, and a whole litany of other labels. What if 
the world saw a person’s unwavering passion, undying obsession, 
and a bonfi re-like desire to see through his or her goals as gifts 
rather than as defects or diseases? Wouldn’t we all accomplish 
more? Why do people have to turn a passion for excellence and 
an obsession to succeed into something negative?
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Obsession Isn’t a Disease; It’s a Gift 
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It’s interesting, however, that once the obsessed fi nally 
do become successful, they’re no longer labeled as crazy but 
instead as geniuses, exceptions to the rule, and extraordinary. 
What if the world admired, expected, and even demanded 
that we all operate every single day with an obsessive focus 
on our goals? What if we punished the people who didn’t 
act with passion and commitment and rewarded those who 
saw their projects through to the end? Our society would 
be overwhelmed with inventions, solutions, new products, 
and increased effi ciency. What if the world encouraged obses-
sion instead of judging it? What if the only thing standing in 
the way of your greatness was that you just had to go after 
everything obsessively, persistently, and as though your life 
depended on it? Well—it does!
Would human beings have made it into space if a team 
of people hadn’t been obsessed with making it happen? Can a 
country become great without its leaders being obsessed with 
greatness? Would any remarkable leader water down his or her 
dreams and encourage the team to adopt a “take-it-or-leave-
it” attitude? Of course not! Do you want your team drugged, 
lethargic, and robotic or obsessed with a positive outcome and 
victory? Never cut anything, never dilute greatness, never pull 
back on your horsepower, and never put a limit on your ambi-
tion, drive, and passion. Demand obsession of yourself and 
all those around you. Never make it wrong to be obsessed; 
instead, make it your goal. Obsession is what you will need to 
set 10X goals and to follow them up with 10X actions.
Remember as well that making the goal too small won’t 
allow you to gather the right fuel or take the right amount 
of action to break through the resistance, competition, and 
changing conditions. Nothing great will ever happen with-
out someone becoming obsessed with the concept—and then 
staying obsessed while approaching each task, challenge, 
and moment as vital, necessary, and a must. The ability to be 
obsessed is not a disease; it is a gift!
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