The Missing Piece to The 10X Rule

I wrote The 10X Rule, an international bestseller that exploded onto the scene in 2012, about the importance of thinking and producing at massive levels. The 10X Rule taught that if you are going to have a goal, you should set it for 10X what you initially considered; if $100,000 is the amount of money you want to make, then you better set a target of $1-million per year in order to get anywhere near your original target. The 10X Rule was ultimately about multiplying your thoughts and actions to achieve any objective.

After releasing The 10X Rule, tons of people wrote me saying things like, “I am trying to 10X my business and I am having trouble persisting with it,” or, “This 10X thing is putting my whole life into disruption.” That’s when I understood that there was a missing piece to the puzzle—the concept of obsession. Obsession is that missing piece, that mindset that will allow you to apply the 10X rules in your life and business over long periods of time.

Related: How Obsession Saved My Life

Sure, you can be successful without being obsessed, but you won’t reach the levels of success I talk about without being obsessed. It’s the single common factor that all super-successful people around the world share. Obsession is the one thing you need to really live out The 10X Rule over the long haul. Anybody can go hard for a day, a week, or even a month—but only the obsessed go 100% for years.

I recently bought a Gulfstream G200. I had “10X” painted on the tail and “365GC” set as the registration number. They are stenciled on both engines as a reminder to be myself, 365 days a year. Just as 10X Airlines has 365GC on it, it takes obsession to go out 365 days a year at 10X levels of energy. Those who aren’t obsessed will quit sooner or later in one form or another.

Consider these examples:

• Walt Disney was turned down 302 times for financing and his first animation company went completely bankrupt. Good thing Walt was obsessed with his dream, or he would have quit.

• Stephen King’s very first book, Carrie, was rejected thirty times and at one point he threw the entire manuscript in the trash. Luckily for the book world Stephen wasn’t average and didn’t decide to throw in the towel like many would have.

• Steven Spielberg was totally rejected from film school three different times. Think of all the movies we wouldn’t have today if he let his dreams die.

The obsessed refuse to quit. All super successful people don’t just overcome their failures—they use those failures as fuel to persist. I take inspiration from other successful people who have the ability to stick with their obsession in the face of failure. Harry Potter author J. K. Rowling told Harvard graduates in 2008, “You might never fail on the scale I did, but it is impossible to live without failing at something, unless you live so cautiously that you might as well not have lived at all—in which case, you fail by default.”

Get obsessed with something.

As you persist with your obsessions, you will find that they will morph and mature into something beyond what you originally imagined. What are you obsessed with today? If you’re not sure about it or obsession in general, pre-order today my newest book Be Obsessed or Be Average and I’ll help you find it.

Order today and send in your receipt (hardcopy only) to and I’ll give you 13 online coaching sessions.

Be great,


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