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

by Grant Cardone

Let's go back to Apple as an example. This company doesn't worry today about customer satisfaction so much that it neglects to continue building products that people are willing to stand in line to get. It recognizes the proper order of objectives: (1) acquire customers (via an amazing product or service that you've worked on at 10X levels to create); (2) impress them with how great you are during the acquisition process; and (3) establish customer loyalty (through repeat purchases, support, word-of-mouth marketing, etc.). When you're building a business, your primary target is not customer satisfaction (yet); it's acquisition, referral, and loyalty and then more acquisition using the customers you've attained. I want everyone to have my products, not just some people. I want masses of people—not just a few—to know about me and my products. I won't be satisfied until 6 billion people do. I want everyone to purchase from me over and over, and I want to be on their minds so regularly—and make such an impact on them and their companies—that they never even think about using anyone else.