10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less

by Dan Sullivan

Elevating and committing to specific standards is how you evolve your identity. Elevating your standards and 10xing yourself involves a process outlined in Dan Sullivan’s The 4 C’s Formula: Commitment Courage Capability Confidence Nothing happens until you commit. As you commit to a specific standard far above your current capability and confidence, it pushes you outside your knowledge and comfort zone: hence, courage. Through courageously adapting toward your commitment, you experience many “losses” and failures along the way, which you can utilize as feedback and learning. By adapting and applying your learning, you develop capabilities and skills you previously didn’t have, which you would not have developed without having fully made the commitment. Commitment leads to mastery, wherein you’ve normalized the new standard. At this level, you have a higher degree of confidence.5