The 10X Rule

1. Summary

1.1. Introduction

1.1.1. Holy grail for those who desire success

1.1.1.1. Single principle used by all top achievers irrespective of the goal and regardless of how success is defined

1.1.1.2. Key ingredient used by successful people to create their desired life

1.1.1.3. Irrespective of goals, irrespective of talent / education / personality / money / technology / luck - it can be used by anyone

1.1.2. What it will do

1.1.2.1. Dissolve fears, eliminate procrastination and insecurities

1.1.2.2. Increase courage and self-belief, Give a sense of purpose, revitalise life, dreams and goals

1.1.3. What it will show

1.1.3.1. How to define correct goals

1.1.3.2. Accurately estimate the effort needed

1.1.3.3. How to approach the projects with the right frame of mind

1.1.3.4. Determine exactly how much action to take

1.1.3.5. How to make operating at 10X levels a habit and discipline

1.2. Chapter 1 - What is the 10X Rule?

1.2.1. 2 facets

1.2.1.1. 10X effort

1.2.1.1.1. Every instance of success has occured when effort has been 10 times of what normal people put in

1.2.1.1.2. Only when the payoff isnt large enough - it feels like work

1.2.1.2. 10X way of thinking

1.2.1.2.1. Extraordinary levels of success

1.2.1.2.2. Limiting the amount of desired success is a violation of the 10X rule!

1.2.2. Focus

1.2.2.1. Setting targets that are 10X of what we think we want

1.2.2.2. Taking 10 times more actions than what we think is necessary for accomplishing those targets

1.2.3. Pure domination mentality

1.2.3.1. Never do what others do, take actions that may seem unreasonable

1.2.3.2. Our mindset and deeds should be the gauges by which other people can measure themselves

1.2.3.2.1. We become a model for others' thoughts and actions

1.2.3.3. People tend to think "I have to do what others are doing" instead of thinking "I have to do what is best for me"

1.2.3.3.1. People tend to fall prey to "quick-rish-quick" schemes

1.2.4. Basic mistakes of goal setting

1.2.4.1. 1. Mistargetting: setting objectives too low - not allowing for right amount of motivation

1.2.4.1.1. Setting sub-par targets

1.2.4.2. 2. Underestimatting the actions, resources or money required to achieve goals

1.2.4.3. 3. Competing instead of domination the sector

1.2.4.4. 4. Underestimating the amount of adversity that they need to overcome for achieving the goal

1.2.5. Better to fall short on a 10X goal

1.2.5.1. Every goal has difficulties on its path of achievement

1.2.5.1.1. Trick is to set a 10X goal and exert 10X effort - what if we were underestimating our capabilities

1.2.5.2. Non-achievement of a goal leads to disappointment but setting a small goal and then not fulfilling your larger objective is more disappointing

1.2.5.2.1. People spend their lives making only 'enough money' to end up with 'not enough money'

1.3. Chapter 2 - Why the 10X rule is vital?

1.3.1. People tend to underestimate the efforts required to achieve a certain goal

1.3.1.1. It can be any unforeseen external factor like technology change, legal matters, economic changes

1.3.1.2. In the face of adversity, people look for reasons why something wont work - instead of realising that it is due to underestimation

1.3.1.2.1. The author achieved 4X results by putting in 10X efforts

1.3.1.3. Becasue of underestimation, we 'quit' in our mind, voice, posture, face, presentation and persistance

1.3.1.3.1. After the switch, opposite happens

1.3.1.4. People tend to reduce target instead of increasing efforts! - Major mistake

1.3.1.4.1. 10X rule assumes - target is never the problem

1.3.1.4.2. Any target attacked with the right actions in the right amounts with persistance is attainable

1.3.2. Aim for 10X targets and put 10X efforts even if your product or service is superior in the market

1.3.2.1. 10X more business might also need more manpower etc so you need to plan accordingly

1.3.2.2. Entrepreneurs tend to be over-optimistic about the new idea and grossly misjudge the efforts that may be required

1.3.2.2.1. Simply because the potential customers dont know the product yet or are just not interested

1.3.2.3. Pretend you're being recorded as a model by which your children and grandchildren will learn how to succeed in life!

1.3.2.3.1. And follow through completely

1.3.3. Luck is directly proportional to actions! (Tie-back to Richest man in Babylon)

1.3.3.1. Examples of JK Rowling, Colonel Sanders, Walt Disney etc. We dont know how many times successful people failed before they caught their lucky break

1.4. Chapter 3: What is success?

1.4.1. Dependant on age and phase of life and conditions

1.4.1.1. It can be financial, spiritual, physical, mental, emotional, communal or familial

1.4.2. In order to achieve it and keep it, we must understand that

1.4.2.1. Success is important

1.4.2.1.1. Irrespective of the background, success provides confidence, security, a sense of comfort, the ability to contribute and hope and leadership for others

1.4.2.1.2. Expansion is the key to success

1.4.2.1.3. Never reduce success in your mind, in words or in actions

1.4.2.1.4. Myth of "Success is a journey, not a destination"; "Success isnt everything" and other cute sayings!

1.4.2.2. Chapter 4: Success is your duty

1.4.2.2.1. Emphasis on treating success as a duty, obligation and responsibility

1.4.2.2.2. When we become happy with little success we dont live up to our full potential / capability

1.4.2.2.3. "Grapes are sour"

1.4.2.2.4. Make success a habit and compound it

1.4.2.2.5. Failing to insist upon abundant amounts of success is unethical

1.4.2.3. Chapter 5: There is no shortage of success

1.4.2.3.1. Success is not a zero sum game. There can be many winners. It is not limited

1.4.2.3.2. It is created, not achieved

1.4.2.3.3. Legends like Warren Buffet or Gates or Jobs co-exist. Their success doesnt mean that someone else cant be successful

1.4.2.3.4. Most notions of shortages are manufactured to create a sense of ugency for buying for buying things or joining a cause

1.4.2.3.5. Success for anyone or any group is ultimately a positive contribution to all people and all groups as it provides validation of the possibilities to all

1.5. Chapter 6: Assume control of everything

1.5.1. People who cry or whine or complain or play victim or make excuses wouldnt have time to do something positive

1.5.1.1. Characteristics of people who play the victim

1.5.1.1.1. 1. Bad things happen to them

1.5.1.1.2. 2. Bad things happen often

1.5.1.1.3. 3. They are always involved

1.5.1.1.4. 4. Someone or something else is always to blame

1.5.2. Successful people accept very high levels of accountability for creating success

1.5.2.1. They hate the blame game

1.5.2.2. Accept that whatever good, bad or nothing is going on in their world is caused by THEM

1.5.2.2.1. Not by some outside force

1.5.2.3. Approach every situation as ACTING and not as being acted upon

1.5.2.4. You are the source, the generator, the origin and the reason for everything

1.5.2.4.1. Both positive and negative

1.5.2.5. They believe they have a choice about how they must respond to what happens to them

1.5.2.6. Remember - 'Dont be a little bitch'

1.6. Chapter 7: Four degrees of action

1.6.1. Most people spend their life doing the first 3 in most areas of their lives

1.6.1.1. Regardless of which degree of action one operates in, they all require work in their own ways

1.6.2. 1. Do nothing

1.6.2.1. Signs: Boredom, lethargy, Complacency, and lack of purpose

1.6.2.2. Not taking action also requires a lot of work

1.6.2.2.1. Justifying the non-actions also take creativity and effort

1.6.3. 2. Retreat

1.6.3.1. Personifies - fear of success

1.6.3.1.1. Moves in the opposite direction of goals

1.6.3.2. Justifies that they have decided to not take actions to avoid rejections or failures

1.6.3.2.1. Only do what is needed to survive

1.6.3.3. We may even be encouraged to retreat by a work associate, friend or family member who believes we are 'too ambitious'

1.6.4. 3. Take normal levels of action

1.6.4.1. Most prevalent group in our society

1.6.4.2. Creators of middle class - most dangerous because it is considered acceptable

1.6.4.2.1. People who blend in instead of standing out

1.6.4.3. Average products and services dont sell!

1.6.5. 4. Take massive action

1.6.5.1. Nature is full of massive action takers - beehive, ocean floor etc

1.6.5.2. Approach every day as if your life depended on it

1.6.5.2.1. Make it a habit

1.6.5.2.2. People comment on your efforts and level of action

1.6.5.3. Poeple taking the first 3 degress of action often label this category as workaholic, obsessive, greedy, never satisfied, driven or maniac

1.6.5.3.1. Massive action takers know firsthand what it takes to achieve success

1.6.5.3.2. People from the first 3 categories, often discourage this type

1.6.5.4. We know we have taken massive action when we

1.6.5.4.1. 1. Create new problems for ourselves

1.6.5.4.2. 2. Start to recieve criticism and warning from others

1.6.5.5. Take all opportunities

1.7. Chapter 8: Average is a failing formula

1.7.1. Addiction and acceptance of average can kill the possibilities of fulfilling our dreams

1.7.1.1. Most successful people's hard work and 10X efforts of the past are unknown. Eg: Howard Schultz in 2008

1.7.1.2. Compare your actions to having to carry a 1000kg backpack that you will wear every day ino a 40kmph wind on a 20-degree upward slope

1.7.2. Normal actions yield normal results

1.7.2.1. Normal efforts face unfavorable conditions, bad markets etc and fail

1.7.2.2. Average stocks dont break out!

1.7.2.3. We must study what average people do and prohibit ourselves from doing those things

1.7.3. One cannot be complacent after success is reached - we need to keep on succeeding in order to maintain it

1.7.3.1. Rest is dangerous

1.7.4. Most companies fail because of planning average estimates of efforts and over-optimistic results

1.7.4.1. Competition, economy, market, manufacturing, lending, raising money etc

1.7.4.2. Employees, vendor and customers also take average amount of action

1.8. Chapter 9: 10X Goals

1.8.1. Failure to set high enough goals means one doesnt

1.8.1.1. act big enough

1.8.1.2. often enough

1.8.1.3. persistently enough

1.8.2. No one gets excited about 'realistic' or 'average' goals

1.8.2.1. Most goals are set below their potential

1.8.2.2. They are set considering what others can and have achieved - not as per us

1.8.3. 2 practices to be followed

1.8.3.1. 1. Write down goals everyday (extension of reading them everyday)

1.8.3.1.1. Writing must be done as if we have already accomplished them (in present continuous tense) even if they arent accomplished in reality

1.8.3.2. 2. choose objectives that are just out of reach

1.8.4. Set a big goal and add a purpose to it

1.8.4.1. For example - earn big money and donate a part of it or spend it on something worthwhile

1.8.4.2. Combining goals in this fashion provides horsepower to drive actions and goals

1.8.5. Things to be kept in mind

1.8.5.1. 1. You are setting these goals for you - not for anyone else

1.8.5.2. 2. Anything is possible

1.8.5.3. 3. You have much more potential than you realise

1.8.5.4. 4. Success is your duty, obligation, and responsibility

1.8.5.5. 5. There is no shortage of success

1.8.5.6. 6. Regardless of the size of the goal - it will require work

1.9. Chapter 10: Competition is for sissies

1.9.1. Competition limits one's ability to think creatively

1.9.1.1. Forward thinkers dont compete - they create. DOMINATE

1.9.1.1.1. Examples of how Apple, IBM, Walmart entered their respective sectors and dominated it

1.9.1.1.2. Even in weak market conditions, we suffer less if we dominate

1.9.2. Steps:

1.9.2.1. 1. Understand your competition

1.9.2.2. 2. Analyse their capabilities and find out what they aren't doing

1.9.2.3. 3. Do that thing with 10X efforts

1.9.2.3.1. Examples of author's sales campaigns

1.10. Chapter 11: Breaking out of the middle class

1.10.1. 'Middle class mentality' members are most hurt by their thinking and actions

1.10.1.1. Reliable job, good pay, consistent healthcare, comfortable home in a nice neighborhood, good eductation for children, time off for vacations and retirement corpus

1.10.1.1.1. Due micro and macro factors like inflation, slowdown etc., average income is decreasing

1.10.2. They are hammered by 'middle-class squeeze' - a situation where their wages cant beat inflation

1.10.3. These concepts of 'just enough', 'comfortable', 'adequately satisfied' are sold by educational institutes and media to convince people to 'settle' instead of striving for 'abundance'

1.11. Chapter 12: Obsession isnt a disease, its a gift

1.11.1. Domination of one's thoughts or feelings by a persistent idea, image or desire

1.11.1.1. Until we are obsessed with our mission, no one takes us seriously.

1.11.1.1.1. Successful people agree that their careers do not feel like work

1.11.2. Most people make only enough effort to make it feel like work

1.11.2.1. Successful people follow through every action with obsession to see it get a reward

1.11.3. Children are wonderful example of inherent obsession

1.11.3.1. Adults 'fix' this obsession and move us from higher levels of commitment to 'average' action levels

1.11.4. We need a world where -

1.11.4.1. Obsession is percieved as a healthy trait and is encouraged

1.11.4.2. people arent judged for being obsessed with their passions and goals

1.12. Chapter 13: Go "All in" and overcommit

1.12.1. Most valuable chips

1.12.1.1. A bet on efforts, creativity, energy, ideas and persistence always works

1.12.2. Consistency is the key

1.12.2.1. As fast as the hare and with the consistency of the tortoise

1.12.3. Facing failures

1.12.3.1. There is no limit to the number of times we can get up and continue

1.13. Chapter 14: Expand - Never contract

1.13.1. Aim for constant unwavering expansion

1.13.1.1. Counter intuitive when others are taking a conservation approach

1.13.2. Repeated attacks over extended periods of time will always be successful

1.13.2.1. Always expand, avoid noise and what others are saying. Take 10X actions consistently and persistently

1.14. Chapter 15: Burn the place down!

1.14.1. One must not rest on his/her laurels after achieving a 'lot' of success

1.14.1.1. More wood = more fire = more fuel ie more actions! - stay committed to actions!

1.14.2. Success demands continuous attention

1.14.2.1. No matter how green and no matter how beautiful the flowers, we must continue to tend it

1.14.3. Our ability to take actions is endless

1.14.3.1. Big players of the world dont 'run out' of energy

1.15. Chapter 16: Fear is the great indicator

1.15.1. FEAR = False Events Appearing Real

1.15.1.1. Fear is a sign that one is moving in the right direction

1.15.1.1.1. Do not feed fear

1.15.2. Fear is a sign to do whatever it is that we fear

1.15.2.1. Doing what we fear or what others fear or refuse to do = 10X efforts

1.15.2.1.1. It brings confidence to do more new things

1.16. Chapter 17: Time Management is a myth

1.16.1. Make success your duty by setting distinct and definitive priorities

1.16.1.1. Most people dont know where and how and how productively their time is spent

1.16.1.1.1. Instead of worrying

1.16.2. Time is Money!

1.16.2.1. Who creates time? Are you using your time in such a way that becomes money?

1.16.2.1.1. Hire, delegate etc to utilize 10X time

1.16.2.1.2. Take control of your time

1.16.3. Successful people dont call it work, it is their passion

1.16.3.1. Simply work hard enough till you succeed!

1.16.3.1.1. Be grateful to go to work

1.16.3.1.2. Make it a race, a challenge; make it fun

1.17. Chapter 18: Criticism is a sign of success

1.17.1. Contextually - prejudice or disapproval

1.17.1.1. Right action -> success -> attention -> criticism

1.17.1.1.1. After massive success and attention, some may admire, some may learn from us and some may envy us

1.18. Chapter 19: Customer satisfaction is the wrong target

1.18.1. Customer acquisition >>> Customer satisfaction

1.18.1.1. Steps

1.18.1.1.1. Develop amazing product or service with 10X efforts

1.18.1.1.2. Acquire customers by impressing them with the products

1.18.1.1.3. Establish customer loyalty

1.18.1.1.4. Survey the prospects who didnt convert to find out why

1.19. Chapter 20: Omnipresence

1.19.1. Brand presence from sales perspective

1.19.1.1. Have 10X targets of customer engagements

1.20. Chapter 21: Excuses

1.20.1. = revision of facts that we tell ourselves to explain why we did something or didnt do something

1.20.1.1. Ties back to chapter 6: Assume control over everything

1.20.1.2. Successful people never use excuses for anything. Eg: 8 Nov ICM interview

1.21. Chapter 22: Successful or unsuccessful?

1.21.1. Actions and mindset that distinguishes the successful people from the others

1.21.1.1. 1. Have a can-do attitude

1.21.1.1.1. It is more valuable than having a superior product in the market

1.21.1.2. 2. Believe that 'I will figure it out'

1.21.1.2.1. No one values a person who not only doesnt have the information but also doesnt want to know the information

1.21.1.3. 3. Focus on opportunity

1.21.1.3.1. Problems should be seen as prospects for winning

1.21.1.4. 4. Love challenges

1.21.1.4.1. Challenges fuel us towards success

1.21.1.5. 5. Seek to solve problems

1.21.1.5.1. Eg: Flu shots

1.21.1.6. 6. Persist until successful

1.21.1.6.1. Every endeavor we tackle will require us to persist with 10X actions until all resistance morphs into support

1.21.1.7. 7. Take risks

1.21.1.7.1. But with proper risk management

1.21.1.8. 8. Be unreasonable

1.21.1.8.1. Reasonable and logical actions yield average results

1.21.1.9. 9. Be dangerous

1.21.1.9.1. Being careful = taking cautious actions which is not equal to 10X actions

1.21.1.10. 10. Create wealth

1.21.1.10.1. Successful people think of creating wealth by exchange of ideas, products, services and solutions - in abundance

1.21.1.11. 11. Readily take action

1.21.1.11.1. Successful people believe that their future achievements rely on investing on actions that may not pay off today but that when taken consistently and persistently over time will sooner or later bear fruit

1.21.1.12. 12. Always say 'Yes'

1.21.1.12.1. Never say no until you absolutely have to

1.21.1.13. 13. Habitually commit

1.21.1.13.1. There is no shortage of commitment; yet unsuccessful people hardly commit to anything entirely

1.21.1.14. 14. Go all the way

1.21.1.14.1. Until an action is turned into a success, it is not done

1.21.1.15. 15. Focus on "Now"

1.21.1.15.1. Take action in massive quantities and immediately

1.21.1.16. 16. Demonstrate courage

1.21.1.16.1. Attack, dominate, and keep your attention on the future and then continue to repeat your actions = increase in courage

1.21.1.17. 17. Embrace change

1.21.1.17.1. Successful people know that they must continue to adapt in order to remain victorious

1.21.1.18. 18. Determine and take the right approach

1.21.1.18.1. Not just hard work; smart work to find the right path and then work hard on it

1.21.1.19. 19. Break traditional ideas

1.21.1.19.1. Successful people are thought leaders who design the future with forward thinking

1.21.1.20. 20. Be goal oriented

1.21.1.20.1. Take massive actions and succeed in your goals or helps others achieve theirs

1.21.1.21. 21. Be on a mission

1.21.1.21.1. Successful people undertake every activity with the zealous attitude that it going go forever change the world

1.21.1.22. 22. Have a high level of motivation

1.21.1.22.1. 10X motivation is critical for 10X actions and persistence

1.21.1.23. 23. Be interested in results

1.21.1.23.1. Although counterintuitive, it highlights - results (not efforts) are a primary focus for successful people

1.21.1.24. 24. Have big goals and dreams

1.21.1.24.1. Dream big, go big, and then figure out how to go bigger than that

1.21.1.25. 25. Create your own reality

1.21.1.25.1. Much like a magician, successful people think nothing of being practical but are obsessed with creating the reality they want to make

1.21.1.26. 26. Commit first - figure out later

1.21.1.26.1. Creativity and problem solving are stimulated only after a person fully commits

1.21.1.27. 27. Be highly ethical

1.21.1.27.1. Successful people are driven by ethical obligation and motivation to do something significant that aligns with their potential

1.21.1.28. 28. Be interested in the group

1.21.1.28.1. You can only be as successful as the individuals with whom you involve and associate yourself

1.21.1.29. 29. Be dedicated to continuous learning

1.21.1.29.1. Successful people know that their income, wealth, health and future are dependant upon their ability to continue to seek out new information and never stop learning

1.21.1.30. 30. Be uncomfortable

1.21.1.30.1. Successful people ae willing to put themselves in new and unfamiliar situations

1.21.1.31. 31. "Reach up" in relationships

1.21.1.31.1. Reach up to people who are better connected, better educated and evem more successful - dont go horizontal

1.21.1.32. 32. Be disciplined

1.21.1.32.1. Once we have defined constructive habits, we must do those things over and over again in order to attain and maintain success

1.22. Chapter 23: Getting started with 10X

1.22.1. Steps:

1.22.1.1. Act now and keep acting with the knowledge that enough actions taken now will create the future - KARM KARO!

1.22.1.2. Commit fully and go all in

1.22.1.3. Write your 10X goals (do not reduce them)

1.22.1.4. Do not be lost in the details of how

1.22.1.4.1. Strangest secret, driving at night

1.22.1.5. Ask: What actions can I take TODAY to move towards the goals

1.22.1.5.1. PLAN

1.22.1.6. Take the actions irrespective of what they are and how you feel. Do not prematurely value the outcomes

1.22.1.6.1. IMPLEMENT

1.22.1.7. Go back each day and review the list

1.22.1.7.1. ANALYSE AND IMPROVE

1.22.1.8. Work on what we can control

1.22.1.8.1. RISK and ALLOCATION

1.23. Summary

1.23.1. Massive actions taken for massive goals bring massive success