The 10X Rule: Top 60 Grant Cardone Quotes & Lessons from the Book

In today’s post, I’m going to do a book review of The 10X Rule and share some of my favorite Grant Cardone quotes.

I learned about The 10X Rule on YouTube®. Somehow or another I was searching YouTube and one of the recommended videos was by a guy named Grant Cardone. Up until that moment in time I had never heard of him before.

Right from the start, I was attracted to his leadership and speaking style. He is a No B.S., to the point kind of guy, just like I am. He tells it like it is and is a man’s man.

After watching the video, I learned about his book The 10X Rule. I checked out the reviews online and decided to order a copy for myself. Needless to say, I was not disappointed. In fact, I loved the book and have since read it three additional times.

What the Book is About

The thesis or meaning of The 10X Rule is that if you want to achieve massive success in life you must set goals that are 10x bigger than normal, and you must work 10x harder and longer. He reasoned that most people set mediocre goals, if that. Most people do the minimal amount of work. As a result, they don’t accomplish much in life. However, if you set massive goals and take massive action, you can accomplish just about anything.

the 10x ruleBook Review

I absolutely love this book. It is well written, easy to read, and organized clearly. At the end of each chapter there are exercises for you to complete. I read the book in about two days. Overall, I give it a 9 of 10 and highly recommend it to others.

Who This Book Will Benefit

This book is really designed for ACHIEVERS, people who want the most out of life and are willing to hustle and work hard. I believe The 10X Rule will benefit anyone trying to achieve success in life. It would be very helpful for business owners, investors, and network marketers.

What’s Included in the Book?

Here is a listing of the chapters in the book, just so you know what it is about.

  1. What is the 10X Rule?
  2. Why the 10X Rule Is Vital
  3. What Is Success?
  4. Success Is Your Duty
  5. There Is No Shortage of Success
  6. Assume Control for Everything
  7. Four Degrees of Action
  8. Average is a Failing Formula
  9. 10X Goals
  10. Competition Is for Sissies
  11. Breaking Out of the Middle Class
  12. Obsession Isn’t a Disease, It’s a Gift
  13. Go “All In” and Overcommit
  14. Expand – Never Contract
  15. Burn the Place Down
  16. Fear is the Great Indicator
  17. They Myth of Time Management
  18. Criticism is the Sign of Success
  19. Customer Satisfaction Is the Wrong Target
  20. Omnipresence
  21. Excuses
  22. Successful or Unsuccessful?
  23. Getting Started with 10X

Grant Cardone Quotes & Lessons from The 10X Rule

What I want to do in this section is share some of my favorite Grant Cardone quotes from The 10X Rule. Each quote is in bold and italics. After each quote I will share my own thoughts on the subject. They are listed in no particular order.

# 1: Chances are that if you look back over your life, you’ll see that you have wildly underestimated both the actions and reasoning necessary to accomplish any endeavor to the point where it could be labeled successful.

Most things we want to accomplish in life will take more time, energy, money and effort than we think they will. People often overestimate what they can do in a couple of years and underestimate what they can do in five to ten years.

# 2: I have approached all my business enterprises with massive action; that has been the single biggest determining factor in any success I have created.

You can’t think your way to success. Once you know what you want to achieve you have to grab the bull by the horns, get to work, and persist until you eventually succeed.

# 3: Your thoughts and actions are the reasons why you are where you are right now.

We become what we think about. Put good thoughts into your brain whenever possible to overcome all the negative, fears and doubts. Thoughts are things.

be obsessed# 4: Massive thoughts must be followed by massive actions.

It’s great to have big goals, but your goal will only be a dream unless you get off your ass and get to work. Massive action equals massive success. Most people have big dreams, but very few people have hustle. If you have a million dollar dream and minimum wage hustle, you will never succeed.

# 5: Any goal you set is going to be difficult to achieve, and you will inevitably be disappointed at some points along the way.

Things in life never go exactly as planned. You have ups and downs. You take two steps forward and three steps back. Stay the course and make adjustments when needed.

# 6: Talk to anyone who is wildly, extraordinarily successful in some field, and they will tell you it never felt like work.

It’s hard to be successful if you don’t love what you do. Also, if you love what you do you will never work a day in your life.

# 7: As long as you are alive, you will either live to accomplish your own goals and dreams or be used as a resource to accomplish someone else’s.

You can either be busy going after your own goals or you can get a job and help the owner of the company achieve their goals.

# 8: A great manager will push a person to do more at the risk of coming up short, not target less.

Set bigger goals. Even if you come up short. I’d rather aim for the moon, and miss, but hit the stars, than aim for the clouds, and miss, and hit the tree tops.

# 9: Any target attacked with the right actions in the right amounts with persistence is attainable.

No goal is too big to achieve if you come up with a solid game plan and put in the work, and stick with it until you eventually succeed.

# 10: One of the greatest turning points in my life occurred when I stopped casually waiting for success and instead started to approach it as a duty, obligation and responsibility.

Don’t sit around and wait for something good to happen to you. You have to create your own luck. Get off your butt, take responsibility for your own life, and go after success like your life depends upon it.

# 11: Don’t be confused by what looks like luck to you. Lucky people don’t make successful people; people who completely commit themselves to success seem to get lucky in life.

You create your own luck. Most successful people have worked quietly behind the scenes for many years before they had their big breakthrough.

# 12: To get where you want to go in life, you must adopt the view that whatever is going on in your world-good, bad or nothing- is something caused by you.

There is no successful victim. We all “attract” things into our lives by our own thoughts.

# 13: If you are willing to take credit when you win, you have to take credit when you don’t.

Man up or woman up and take 100 percent responsibility for your own life: the good and the bad.

# 14: There are no shortcuts. The more action you take, the better your chances are of getting a break. Disciplined, consistent, and persistent actions are more of a determining factor in the creation of success than any other combination of things.

Trust me, I’ve looked for shortcuts myself, and never found any. Set a goal, come up with a plan, get to work and persist until successful. Success is normally the result of hard work over a sustained period of time.

# 15: Taking normal action is the most dangerous of the levels, because it is the most accepted by society.

The opposite of excellent isn’t bad. Instead, it’s good enough. Never settle or be complacent.

# 16: The second you start hitting it big, you will immediately be judged by the mediocre.

If you don’t have haters you aren’t doing much with your life. Let your critics be your source of inspiration.

# 17: Your only problem is obscurity, not talent.

No matter how good you are at what you do, you have to know how to market and promote yourself and get your name out there.

# 18: No one is going to come to your house and make your dreams come true.

No one owes you anything. If you want something go get it. No one cares about your future as much as you do!

sell or be sold

# 19: People optimistically overestimate how well things will go and then underestimate how much energy and effort it will take just to push things through.

Most of the things you want to accomplish will take longer than you expect, and more time and effort than you expect.

# 20: To get through resistance, you must have a big reason to get there.

You need a big WHY, a why that will make you cry. Without a big why you won’t make it through the obstacles and setbacks.

# 21: Never make it a goal to compete. Instead, do everything you can to dominate your sector in order to avoid spending your time chasing someone else.

Always try to be the best. Sure, being near the top of the pack is a great feeling. But, if you aren’t the lead dog the view never changes.

# 22: Like every other aspect of growing your business, you have to keep showing up over and over and make it obvious that you are not going away.

You have to get up one more time than you are knocked down. You have to show up day in and day out for YEARS, before you will become a big success.

# 23: The marketplace is brutal and will punish anyone and everyone who does not take the right amounts of action.

If you do the bare bones minimum you won’t make it big in business.

# 24: And until you become completely obsessed with your mission, no one will take you seriously.

You can’t be half in and make it. No one will take you seriously if you do that. You must be all in and think about your business 24/7, like an obsession.

# 25: 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.

You’ll either find a reason to turn your dream into a reality or you will come up with an excuse as to why you couldn’t.

# 26: There is no failure unless you quit.

The only way to fail is to quit or do nothing. Just get up one more time than you are knocked down.

# 27: If a client comes to you or you get a chance to get in front of a client and talk about your product but never present a proposal, I assure you that you will not get the business 100 percent of the time.

Always ask for the sale. If you don’t ask you won’t get it. The worst thing your prospect will say is no.

# 28: I am willing to go for it with every customer, every time, and have the lowest closing ration of everyone, but the highest production.

You don’t have to be the best closer if you work the numbers and always ask for the sale.

# 29: You never want to blindly follow the masses; they are almost always wrong. Instead of following the pack, lead them.

Look at what everyone else is doing and do the complete opposite. If you are going to model anyone, model successful people.

# 30: Fear is actually a sign that you are doing what’s needed to move in the right direction.

Feel the fear and do it anyway. Your comfort zone is what holds you back more than anything else.

# 31: It does not take money or luck to create a great life; it requires the ability to move past your fears with speed and power.

We can all achieve success if we get after it and work for it. Action cures fear!

# 32: I personally am not interested in balance; I am interested in abundance in every area.

If you try to balance everything in life, you won’t do much. Successful people live their lives out of balance.

# 33: The only way to increase time is to get more done in the time you have.

We all have 24 hours in a day. Use the time wisely and try to be more effective and more efficient. Outsource and delegate whenever possible.

# 34: You cannot blame your family for keeping you from creating the success you deserve. They should be the reason why you want to succeed.

Instead of blaming your family for holding you back, let them be your motivation to do great things.

# 35: Success is not a popularity contest. It is your duty, obligation and responsibility.

We all have the responsibility to be successful. We should make more money and become a better person so we can help more people.

# 36: Keep pouring on the success, and sooner or later, the very same people who were putting you down will be admiring you for what you have done.

Normally, your haters will turn out to be your biggest fans in due time. First they call you crazy. Then they call you lucky. And then they ask if you are hiring. Build it anyway.

# 37: Customer service is the wrong target; increasing customers is the right target.

Instead of trying to please all of your customers, focus on finding more customers.

the millionaire booklet

# 38: You will not get quality without seeking quantity.

In order to find quality prospects and customers you have to work the numbers, and sort through a large pool of people.

# 39: Your name is your most important asset. People can take everything away from you – but they can’t take your name.

Never risk your reputation for anything. Always be a person of integrity and do the right thing.

# 40: You are capable of much more than you’re doing now.

Most people sell themselves short. Are you honestly giving it 100% right now?

# 41: Real success is measured by longevity.

Anyone can be a one hit wonder. True success lasts a long time.

# 42: Nothing happens to you; it happens because of you.

Everything that happens in our lives was brought upon us by our thoughts and actions.

# 43: Successful people talk, think and approach situations, challenges, and problems differently than most people – and they definitely think about money differently.

Successful people think and act differently than unsuccessful people. Successful people do certain things in a certain way.

# 44: The only way to be successful is to take the same actions that successful people take.

Find someone who has what you want in life and then go out and do what they did to become successful. Model their behavior.

# 45: Even if you’re not sure how to do something, the best answer is “I will figure it out” – not “I don’t know how.”

Instead of making excuses, find a way to make things happen. You can make excuses or you can make money!

# 46: Successful people see all situations – even problems and complaints – as opportunities.

Every setback is an opportunity for a comeback. When something doesn’t go as planned, learn from it, make the necessary adjustments and press on.

# 47: At some point, you will have to take a risk, and the successful are willing to do it daily.

You can’t play it safe your whole life and expect to accomplish much. You must be willing to take calculated risks.

# 48: Unsuccessful people rarely commit to anything entirely.

You can’t be half in and achieve big success. You must be all in.

# 49: You will be amazed at how much you can get done when you quit thinking, calculating, and procrastinating and just get on with it and make a habit of acting now.

Once you get to work it’s amazing how simple it is to become successful.

# 50: Do the things that scare you more frequently, and they will slowly begin to scare you a bit less- until they become so habitual that you wonder why you even feared them in the first place.

Normally, the things we think we are scared of aren’t all that bad once we get started. Remember, action cures fear.

# 51: Successful people invest time, energy, and money in improving themselves.

Work harder on improving yourself and your skills than you do on anything else.

# 52: Successful people are highly goal-oriented and always pay more attention to the target than the problem.

Keep the main thing the main thing and the details will work themselves out. Never lose sight of your goals. Don’t be so bogged down in the details that you forget the big picture.

# 53: I can’t motivate you, and you can’t motivate anyone else. You can encourage, you can challenge, and you can inspire, but true motivation – the underlying reason for doing something – must come from within.

Only you can motivate you.

# 54: Like it or not, the results are all that matter.

Effort is overrated if you can’t produce. In life, you don’t get trophies for showing up.

# 55: You can only be as successful as the individuals with whom you involved and associate yourself.

Be careful who you spend your time with. You might end up just like them. If anything, surround yourself with people more talented and more motivated than you.

if you're not first


# 56: The most successful CEOs are reported to read an average of 60 books and attend more than six conference per year –  whereas the average American worker reads an average of less than one book and makes 319 times less income.

This is my favorite lesson in the book. As you can see, successful people do what unsuccessful people aren’t willing to do.

# 57: Successful people make time for conventions, symposiums and reading.

Invest in your business education and personal development. You can’t afford not to.

# 58: The more committed I became the more challenges I faced.

You will always face challenges. You just need to deal with them one at a time. Remember, you get paid to solve problems. That is your job as the CEO.

# 59: Successful people commit first and figure out the rest later.

Success starts with a decision. You can work out the details after you make the decision.

# 60: You will never have all the answers, your timing will never be perfect, and there will always be obstacles and difficulties.

There will always be unknowns. The timing will never be just right. Build it anyway.

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About Grant Cardone

Grant Cardone is a New York Times® bestselling author. He is also a sales expert, trainer, and motivational speaker. He has created three multi-million dollar companies. You can visit his website here.

About The 10x Rule

The 10X Rule was first published in April 2011 by Wiley. It has 240 pages. The ISBN is 978-0470627600. As of November 2016, it has 658 reviews on Amazon® with an average 4.6-star rating. It is available anywhere books are sold. 

Final Thoughts

In review, The 10X Rule is a great book for anyone who wants to take their life to the next level. It teaches you how to set big goals, take massive action, and overcome the things that hold most people back.

What are your thoughts? What is your favorite Grant Cardone quote from The 10X Rule mentioned above? Have you read the book before? If so, leave a comment below to let us know what you think.

chuck holmes


Chuck Holmes
Network Marketing Professional (since 2002)
Author, Blogger, & Entrepreneur

P.S. Level up your life today! FREE resources to help you improve your health, finances, business, and relationships. I'll even give you FREE leads and a free business plan template. Learn more.

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