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

by Dan Sullivan

History’s greatest artists and entrepreneurs understand the difference between 10x and 2x thinking. You might be thinking: What about people who don’t ever make a 10x leap? Most people reach for just a little bit more—a promotion, a little more money, a new personal record. Going for incremental progress is a 2x mindset, which at a fundamental level means you’re continuing or maintaining what you’re already doing. You’re letting the past dictate what you do and how you do it. 2x is linear, meaning you’re striving to double output by doubling effort. Do more of the same, just faster and harder. 2x is exhausting and soul-defeating. It’s extremely difficult to put the pedal to the metal and grind away for inches of progress. By contrast, 10x is so big and seemingly impossible that it immediately forces you out of your current mindset and approach. You can’t work 10x harder or longer. Brute force and linear methods won’t get you to 10x.