The 10X Rule: The Only Difference Between Success and Failure

by Grant Cardone

When new ideas come together, they are influenced by the excitement and enthusiasm of those who generate them. Many negative considerations—such as competition, the economy, market conditions, manufacturing, lending, raising money, the preoccupation of your clients with other projects, and the like—are set at what everyone considers normal or average difficulty. Then, when optimistic projections prove unrealistic, even the most conservative objectives are missed. A key partner might get sick, there might be some significant change in economic conditions, or some global event might occur that shifts everyone's attention for the next six months. People involved in the new venture start to lose their enthusiasm, bickering ensues, and as things become more difficult than was originally considered, failure emerges as a likely possibility. The partners go through more money than anyone projected—and with no income. One of the dreamers begins to have second thoughts and wonders if perhaps he should bail since the players don't seem mentally, emotionally, or physically prepared to take the massive action necessary to push through market resistance.