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

3. Focus on Opportunity 
Successful people see all situations—even problems and 
complaints—as opportunities. Where others see diffi culty, 
successful individuals know that problems solved equal new 
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THE 10X RULE
products, services, customers—and probably fi nancial success. 
Remember: Success is overcoming a challenge. Therefore, you 
can’t succeed without some kind of diffi culty. It doesn’t really 
matter what the challenge is; as long as you handle it ade-
quately, you’ll be rewarded. And the bigger the problem is, the 
bigger the opportunity as well. When a problem exists for the 
entire market and all the people in it, it becomes an equalizer. 
The only person who stands out is the opportunity-focused 
individual who sees those problems as openings for success. 
These people are able to use the issue at hand to separate 
themselves and dominate the marketplace. There are countless 
situations that most people tend to see as setbacks and nothing 
else: recessions, unemployment, housing predicaments, con-
fl ict, customer complaints, and company shutdowns, to name a 
few. If you can learn to see these as prospects instead of prob-
lems, you’ll continually come out on top.
4. Love Challenges
Whereas many people loathe challenges—and use them as 
reasons to sink further into indifference—highly success-
ful individuals are compelled and invigorated by challenges. 
The idea of being overwhelmed, I believe, is the result of 
never taking enough action to generate enough winning. 
Success begets more success, and losses increase your chances 
of more losses. Challenges are the experiences that sharpen 
successful people’s abilities. To achieve your goals, you have 
to get to a place where every challenge becomes fuel for you. 
Life can be quite brutal, and people can incur a fair amount 
of losses over time. Many get to a point where every new 
challenge they face automatically equals a loss in their mind. 
There are ways to rehabilitate yourself, however, so that the 
hardships you’ve experienced throughout your life no longer 
rob you of the chance to approach new challenges with gusto 
and excitement. 
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Successful or Unsuccessful? 
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When you are able to develop a more positive outlook, 
you begin to see a challenge as stimulation to engage—rather 
than as an excuse to avoid something. You have to reeducate 
yourself on the notion of this thing called a “challenge”—and 
know that every challenge provides an opportunity to win. 
And don’t kid yourself—winning in life is vital. Every minute 
of every day, your mind is automatically keeping a running tab 
on your wins, losses, and ties—and is doing so based on what 
you know to be your full potential. The more you win in life, 
the higher your potential will be—and the more you will grow 
to love challenges.