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

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GLOSSARY
critical. Of, relating to, or being a turning point or especially 
important juncture.
CRM (Customer Relations Manager). Software applica-
tions that allow companies to manage every aspect of their 
relationship with a customer. 
crossover. An instance of breaking into another category.
cultivate. To encourage and help the growth of.
culture. (1) The set of shared attitudes, values, goals, and 
practices that characterizes an institution or organization 
(a corporate culture focused on the bottom line); (2) the set 
of values, conventions, or social practices associated with a 
particular fi eld, activity, or societal characteristic.
customer satisfaction. Business term; a measure of how 
products and services supplied by a company meet or sur-
pass customer expectations. It is seen as a key performance 
indicator within business and is part of the four perspec-
tives of a balanced scorecard.
cycle (sales cycle). An interval of time during which a recur-
ring succession of events or phenomena are completed.
database. Usually a large collection of data organized espe-
cially for rapid search and retrieval.
database management. The act of conducting or supervising 
usually a large collection of data.
data-scrubbing programs. The process of taking a data set 
with individually identifi able information and removing 
or altering the data in such a way that the usefulness of 
the data set is retained but the identifi cation of individuals 
contained in that data set is nearly impossible.
dazzling. To arouse admiration by an impressive display.
deaf ears. Unwilling to hear or listen; not to be persuaded.
deal. An arrangement for mutual advantage.
defy. To confront with assured power of resistance; disregard.