The Ten Times Rule: The Only Difference Between Success and Failure

by Grant Cardone

  However, depending on the period in history to which we're referring, the term “middle class” has had a variety of meanings—many of which have been and still are quite contradictory. It has referred to the class of people between peasants and nobility, whereas other definitions suggest that the middle class had enough capital to rival nobles. We've clearly come a long way from that meaning today. For example, in India, the middle class is considered to be those who reside in an owner-occupied property, whereas a blue-collar job makes you middle class in the United States—and in Europe, that makes you a member of the working class.

  An important distinction that I'd like to make is my own reference to “middle class” as a mind-set rather than an income level. Someone who makes $1 million a year may still adopt middle-class thinking and actions. It is more of a mentality that creates the trap that will fail you. The middle class is, in large part, a goal that will not provide you with what you truly want. It is “middle”—normal or average—synonymous with the terms we've already deemed as highly unattractive.

  But what does middle class mean to most people nowadays? In February 2009, authoritative weekly publication The Economist announced that over half the world's population now belongs to this group as a result of rapid growth in emerging countries. The article characterized middle class as having a reasonable amount of discretionary income and not having to live from hand to mouth as the poor do. It was defined as beginning at the point where people have roughly a third of their income left for discretionary spending after paying for basic food and shelter.

  However, almost no member of today's middle class has one-third of his or her income left for discretionary income. This group is currently being hammered by something called the middle-class squeeze—a situation in which increases in wages fail to keep up with inflation for middle-income earners. At the same time, the phenomenon fails to have a similar impact on the top wage earners. Add to that the fact that much of the supposed middle class's wealth has come from assuming debt and home equity calculations that were more ink than real money.

  Persons belonging to the middle class frequently find that their dependence upon credit—worsened by the collapse of the housing market—prevents them from maintaining a middle-class lifestyle, making downward mobility a threat to counteract aspirations of upward mobility. This is the gravity, resistance, and unexpected conditions I mentioned earlier. This group then experiences middle-class income declining as jobs are lost. And for the first time in our history, we are seeing more men lose jobs than women because higher-paid males are being let go in favor of keeping their less expensive counterparts. At the same time, the prices of necessary items—such as energy, education, housing, and insurance—continue to increase while wages decrease. This kind of squeeze always affects the largest groups of people in a given population. The wealthy don't depend on income and debt, and the poor will receive help for which the middle class don't qualify.

  For most people, being middle class means having a reliable job with fair to good pay, consistent health care, a fairly comfortable home in a nice neighborhood, a good education (whatever that means) for one's children, time off for vacations (this is highly valued), and money in a 401(k) that is growing and allowing for a decent retirement. Yet all of this—taken for granted for so long—is now in turmoil, thanks to a housing implosion and credit collapse. The existing middle class is being squeezed and hopes, at best, to hold on to or recover past achievements. This group's average income is steadily decreasing. Its members' jobs are in jeopardy, and their savings and investments have been put at risk. The greatly appreciated vacation of the past will probably be more like a visit to the neighborhood park.

  What is the point of me telling you all this? Ask people in the middle class if this feels secure or desirable—and although they may claim that they're grateful not to be “poor,” they will likely tell you that they feel more like a member of the working class than the middle class. Consider as well the fact that the dollar is worth less today than it was yesterday and will be worth even less tomorrow. Someone who's making $60,000 a year pays $15,000 in taxes. If that person is lucky, he or she is left with $45,000 a year—which is really worth only $32,000—for a home, schools, insurance, food, car payments, fuel, medical emergencies, vacations, and savings. Does this sound desirable to you? Middle class was a dream sold to countless Americans as a good goal toward which they should strive. Yet in reality, it is really only close to “good”—and probably better described as a mousetrap with a big fat piece of cheese on it.

  I contend that the middle class is the most suppressed, restricted, and confined socioeconomic demographic in the world. Those who desire to be a part of it are compelled to think and act in a certain way where “just enough” is the reward. The idea that one would only have enough to be “comfortable” or “adequately satisfied” is a concept that has been sold—by the educational system, the media, and politicians—to convince an entire population of people to settle instead of strive for abundance. However, it only takes a bit of waking up to discover that it is a promise without fulfillment. Today the wealthiest 5 percent of people control $80 trillion, which is more money than has been created in the history of mankind. If you knew that you had the same energy and creativity to make it to the next level, wouldn't you give it a try?

  Chapter 12

  Obsession Isn't a Disease; It's a Gift

  The dictionary defines the term “obsessed” as “the domination of one's thoughts or feelings by a persistent idea, image, or desire.” Although the rest of the world tends to treat this mind-set like a disease, I believe that it's the perfect adjective for how you must approach success. To dominate your sector, your goal, dream, or ambition, you must first dominate your every interest, thought, and consideration. Obsession is not a bad thing here; it is a requirement to get where you want to go. In fact, you want to be so fanatical about success that the world knows you will not compromise or go away. And until you become completely obsessed with your mission, no one will take you seriously. Until the world understands that you're not going away—that you are 100 percent committed and have complete and utter conviction and will persist in pursuing your project—you will not get the attention you need and the support you want. In this context, obsession is like a fire; you want to build it so big that people feel compelled to sit around it in admiration. And as with a fire, you have to keep adding wood to sustain the heat and the glow. You obsess over how to keep your fire burning—or it will turn to ashes.

  To create a 10X reality, you have to follow up every action with an obsession to see it through to success. You need to stay seriously motivated to take 10X actions every day. Though people take action constantly, we know that much of this isn't the kind of action that's going to get them anywhere. Most are doing nothing or have already given up, and others retreat in an attempt to avoid failure and negative experiences. Huge segments of the population are merely operating at normal levels in order to get by and fit in. Each of these groups lacks the obsession to see their actions all the way through to success. Most people make only enough effort for it to feel like work, whereas the most successful follow up every action with an obsession to see it through to a reward.

  If you become obsessed with your idea, purpose, or goal, you will become equally addicted to the idea of making it work. Anyone who makes it his or her mission to create long-term, positive 10X survival will have to approach each moment, decision, action, and day with this level of fixation. After all, if your ideas do not excessively preoccupy your own thoughts, then how can you ever expect them to preoccupy the thoughts of others? Something has to absorb your thoughts every second of every day—so what should it be? Be obsessed with something. Make your dreams, goals, and mission your mind's and actions' dominant concern!

  The word “obsessed” tends to have a negative connotation because many people believe that obsession with something (or someone) is usually destructive or harmful. But show me one pers
on who has achieved greatness without being obsessed on some level. You simply cannot do it. Any individual or group that accomplished something significant was completely obsessed with the idea of it. Whether it was an artist, musician, inventor, businessman, change agent, or philanthropist, their greatness was a result of their fixation.

  Someone once asked me if I've always been as obsessed with success and work as I am today. I answered, “Absolutely not!” At first, I was—until about the age of 10. Then I let it go and didn't become obsessed until I was 25. I have remained that way—to some greater or lesser degree—ever since, and I regret those years I was not obsessed with my dreams and goals. I can tell you that my life has gone much better since I've been passionate about my dreams and goals—even when things went wrong.

  I recently saw a television interview with Israeli President Shimon Peres. Mr. Peres was 87 years old at the time and had done 900 interviews over the prior 18 months. His obsession with his mission makes him seem youthful and energetic—despite his age. Even those who may not believe in his mission have to admire his commitment to it, which is evidenced by his claim that “work is better than vacation—and it is important to have a purpose to wake up each day.” Countless truly successful people agree with the sentiment that their careers do not feel like work but rather something they love to do. That is obsession at its best.

  Children are a wonderful example of inherent obsession. They are almost instantly fixated with any task they encounter—learning, mimicking, discovering, playing, and utilizing their full energy for whatever captures their interest. Unless some part of their development has been delayed, no child approaches his or her activities without thorough obsession and complete preoccupation of whatever they desire—be it a pacifier, a toy, food, daddy's attention, or an urgent need to be changed. In this way, we see how obsession is a natural human state. It doesn't become a “problem” until a parent, caretaker, teacher—and eventually, society as a whole—begins suppressing this fixation. They often make the child feel as if his or her commitment to a goal is wrong rather than something natural and very right! At this point, many children begin to assume that their intense interest in life and discovery—their innate commitment to be fully engaged—is somehow wrong or unnatural. They have essentially been bullied by others—who have long ago given up on their own obsessions—in order to change their behavior. This is when a person moves from higher levels of commitment and action to “average” levels.

  Lest you think I'm talking about something with which I have no personal experience, I should tell you that I just had my first child. I will admit that although her obsessive nature rears its head at inconvenient times for me, I never want to suppress that. It is my fervent wish that my daughter becomes obsessed with whatever her dreams are, never gives up achieving them, and then spends the rest of her life improving on them! I love the feeling that comes with being obsessed about an idea, and I admire seeing others who are that fanatical. Who isn't moved by the people or groups that goes after the things in which they believe with all their heart—who is so consumed by their ideas that they wake up to their dreams each day, work on them all day long, and then go to sleep and dream about them again all night? As soon as other people see the intention, conviction, and commitment in the passionate individual's thoughts, eyes, and movements, they quickly get out of the way. I suggest that you become obsessed about the 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 fierce 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 bonfire-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?

  It's interesting, however, that once the obsessed finally 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 efficiency. What if the world encouraged obsession 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 ambition, 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 without 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!

  Chapter 13

  Go “All In” and Overcommit

  Now that I hopefully have rehabilitated your opinion about the nature of obsession, let's discuss what we have to do to get you to go “all in” on every action and fully commit to every opportunity.

  Most people are familiar with the “all-in” concept as a poker term. It's what takes place when a player puts all of his chips at risk and either gets knocked out or doubles up. Though I'm not talking about money or chips here, I'm referring to a much more important bet—your efforts, creativity, energy, ideas, and persistence. Massive action is not like a poker table; you never run out of action chips in life or use up all of your energy and effort by committing yourself. The most valuable chips you have are your mind-set, actions, persistence, and creativity. You can go “all in” with energy as many times as you want—because even if you fail, you can keep going all in!

  Most of society discourages the all-in mentality because we are taught to play it safe and not to put everything at risk. We are encouraged to conserve and protect ourselves from losses rather than to go for the big payoff. The giants on this planet are willing to make the big plays. This mind-set is yet again based on the myth that your energy, creativity, and efforts are material things with limited quantities that cannot be replaced. There are certain things in life that have limits, but you don't unless you impose limits on yourself.

  It is vital that you get your head completely reworked about taking action and that you understand that there is no limit to how many times you can continue to take action. You can fail or succeed as many times as you want and then do it over and over again. Also, you can't ever hit it out of the park if you don't initially make contact and swing for the fences, and you will never hit it big if you don't discipline yourself to be all in when you don't take action.

  We have all heard the fable of the tortoise and the hare. The implied lesson, of course, is that the tortoise wins because he plods along and takes his time, whereas the hare rushes, becomes tired, and misses his opportunity to win. We're supposed to derive the meaning that we should be tortoises—individuals who approach our goals steadily and slowl
y. If there was a third player in the fable who had the speed of the hare and the steadfastness of the tortoise, it would smoke them both and have no competition. The fable would then be called Smoked. The suggestion here is to approach your goals like the tortoise and the hare—by attacking them ruthlessly from the beginning and also staying with them throughout the course of the “race.”

  Remember: There are no shortages of how many times you can get up and continue! There is no failure unless you quit! It is impossible for you to “use up” all of your energy—or creativity. It is impossible for you to run out of ideas. You'll never lose the ability to come up with new dreams, have more energy, think creatively, look at a situation or event differently, give someone another call, use another tactic, or act with persistence. There will always be another hand, another day—and another chance. If the bank you are working with continues to refill you with new supplies of energy, creativity, and persistence, then why not go all in on every hand?

  Entrepreneurs and especially salespeople suffer most when they fail to go all in—a topic I discussed in my first book, Sell to Survive. Many sales professionals give themselves much more credit for trying to close the deal than they deserve and think they're doing so much more often than they actually are. In reality, most never even ask for the order once, much less the supposed five times that are necessary.