The 10X Rule by Grant Cardone: Who Should Read It?


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

You may have heard of Grant Cardone.  I didn’t.  Apparently he’s a pretty well known guy in the sphere of business, specifically in sales and motivation. The 10X Rule is just one of the books on his achievement list.

I’m not exactly sure what prompted me to buy this audio book, especially since I have more audio books on hold than I can possibly get through right now.  I’m listening to about two a month, but somehow my TBR pile just keeps growing and growing.

At any rate, I didn’t even really know what to expect when I started listening to this book.  The reviews seemed to be all over the place on Goodreads. The only thing I can think is that someone must have recommended the title, and the title must have reminded me of The One Thing, by Gary Keller. Either way, I started listening to this not knowing exactly what I was going to get out of it. I wasn’t even sure what it was really about.  Goal setting?  Motivation?  Time management?  Skill building?  It was one big surprise.

What The 10X Rule is About

I think at its core, The 10X Rule is a goal setting book centered around motivation.  It has two main tenets:

  1. Set massive goals.  This will keep you motivated in order to achieve the second thing, which is:

  2. Every goal you want to achieve will take many more actions (ten times, naturally) than you think, so take massive action to achieve your goals.

He upholds these tenets with additional life philosophies that have worked well for him. These include things like ignoring concepts of work-life balance, dominating the competition with unfair (but ethical) advantages, and striving to follow thirty-two common traits of successful people.  I won’t belabor the list for you here, but it’s a fairly common list of traits to see in other books. Although perhaps his list is not as well rounded up.

Why This Book Doesn’t Work for Me

As someone who values balance in all things, I found his unbalanced approach to life using the 10x rule to be off-putting.  I realize the author would say this is why I haven’t achieved his level of success. And perhaps he’s right.  Perhaps, though, he’s not, and he’s attributing his success to the wrong thing.

Either way, I can’t get past the idea that I should ignore social customs in order to get ahead. Or make people uncomfortable, or work my life away.  I think Cardone can achieve success this way, and perhaps he has a much higher tolerance for work than the vast majority of us. But I don’t think his method is for everybody.

I consumed this book on audio, and the author also performs the book. My impression of the author was that he sounded like a sales guy. And after doing a little research on him, I discovered that these were, in fact, his roots.  He comes across like a football coach trying to get his boys into the endzone with a tough guy approach.

And yet, despite this impression, I found myself thinking that he was was quite affable.  Still, I’m pretty sure that a day in his presence would be exhausting and not in my best interest.

I will say that despite all these things that clashed with me, I didn’t hate the book.  Cardone’s energy is infectious, and you will probably feel at least a little motivated throughout the book.

But, not motivated enough to do anything.  Maybe inspired is more the word.

Is Massive Goal Setting and Massive Action a Blanket Solution?

My main beef with The 10X Rule is the assumption that setting massively huge goals will keep you yearning for them. This in turn is expected to keep you working ten times as hard as you otherwise would.


I happen to know my own psychology well enough to know that I’m motivated by small wins.  You can see this when I do my monthly debt reports.  I’m always looking for the “under the next thousand” marks on my debt payoff. And always looking to find small things to celebrate.

Hitting a smaller goal motivates me to work on the next small goal. These stack up to progressively bigger goals.  Cardone thinks that once you hit those small goals, you’re done. And then you’re left with no more goals and nothing to motivate you. But I don’t ever run out of goals because I have more things I want to accomplish in life than I could ever hope to.  When I hit a goal, it’s a milestone toward excellence.  And with that foundational bit of philosophy out of the running for me, the rest of his theories have no weight.

Who Should Read The 10X Rule?

I do think there is a segment of the population who is right for this book.  If you want someone to talk to you like they’re a football coach who allows no bullshit excuses and demands nothing short of excellence, this book may be for you.  I recommend trying out an excerpt or listening to a clip before you decide to buy. This way you’ll know if it will work well for your personality type.

If you find that massive goals motivate you, you will probably like the premise behind the book, which in turn would make you more likely to be his target audience.  Just because this didn’t work for me doesn’t mean it won’t work for you.  So if you want someone to give you a motivational kick in the ass, you should give this one a try.

Surprisingly, this was a 3/5 star book for me.

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