6. Persist until Successful
The ability to persist on a given path regardless of setbacks, unexpected events, bad news, and resistance—to continue steadfastly or firmly in some state, purpose, or course of action in spite of conditions—is a trait common to those who make it. I assure you that I, at least, am more persistent than I am talented. This isn't a trait that people do or do not have; it's something that can—and must—be developed. Children seem to display this quality innately until they come to see—via socialization, parenting, or a combination of both—that it's not how most people act. However, this quality is necessary to make any dream a reality.
Whether you are a salesperson or state person, employer or employee, you will have to learn how to persist through all types of situations. It is as though this planet has some kind of force or natural tendency—almost like gravity—that challenges people's ability to persist. It's almost like the universe is just trying to find out what you are made of as it continues to confront you. I know that any endeavor I tackle will require me to persist with 10X actions until all resistance morphs into support. I don't try to eliminate resistance; I merely keep going until the course changes and my ideas are maintained instead of defied. For example, I had a heckler on Facebook whose support I tried to gain but couldn't. Rather than deleting that person, I asked my followers on Facebook what they thought of the situation and let them bury the guy and further support me. If something doesn't end up supporting me, I simply persist with so much success that any remaining resistance will cease to exist.
Persistence is a great advantage to anyone who wants to multiply his or her success—because most other people have given up on their innate ability to persist. When you retrain yourself to do whatever is necessary to ensure that you are in the best mental, emotional, and financial position to persevere—you will find yourself on the list of the most successful.
7. Take Risks
Once when I was in Vegas, a man sitting next to me said, “These casinos will always make money because the people that play here are never willing to take risks at levels great enough to wipe them out.” I am not suggesting that you go out and try to take a casino down; however, the man's observation reminded me of how many of us are taught to play it safe, be conservative, and never really “go for it” in a big way. Life is not a great deal different than Vegas; you must put something into the game in order to get a return. At some point, you will have to take a risk, and the successful are willing to do so daily. In the truly big casinos of life and business, do you really take enough risk to create the success you want and need? Most people never go far enough in getting recognized, gaining attention, and making a big splash; they are trying to protect or conserve a reputation, a position, or some already achieved state. The successful are willing to take gambles—to put it all out there and know, regardless of the outcome, that they can go back and do it again. They allow themselves to be criticized, looked at, and seen by the world—while the unsuccessful hold back and play it safe. Remember the old saying, “Nothing ventured, nothing gained.” At this time, it is vital that you get your family and friends to be supportive of you in taking risks and in no longer playing it safe.
8. Be Unreasonable
No, that is not an error; it does say unreasonable. In my book Sell to Survive, I introduced the notion that the successful salesperson must be unreasonable with his or her client in order to consummate the sale. This clearly flies in the face of what most of us are taught—that is, to be reasonable and logical. Being unreasonable requires that you act without rational consideration and not in accordance with practical realities. And, yes—that's what I want you to do! When most people see this definition, they get confused and think that I'm telling them to be crazy. But successful people recognize how vital it is to act without reason. They know they cannot afford to act in accordance with the agreed-upon realities. If they do, the supposed “impossible” can never become possible for them. Being a 10X-er requires thinking and acting unreasonably. Otherwise, you will end up the same way everyone else does—forced to survive on successful people's leftovers. Unreasonable doesn't mean being mentally unstable—and let's face it, who isn't just a little off the rocker—but that you refuse to validate the alleged “sanity” of reasonable actions that will never get you what you want. Most of the world is playing in accordance with some set of stupid, useless, reasonable rules that only ensure that you continue trudging along in bondage as a mere slave. Think about it: Would we have cars, airplanes, space travel, telephones, and the Internet—in addition to thousands of other things we take for granted—if someone hadn't done something that another person had labeled “unreasonable”? Man would do nothing exceptional if it were not for the willingness to be unreasonable. So be one of the unreasonable ones. They are usually the people who make a huge difference in our world.
9. Be Dangerous
Since you were a child, someone has been trying to keep you from danger. “Be careful” is the mantra that parents repeat to their children while buying products from entire industries that have been created just to “safe proof” a home in order to protect a child. Unfortunately, many people get to the point where they're so intent upon avoiding danger that they cease to truly live life! If you look back over your life, you'll probably see that you have done yourself just as much—or even more—harm by being “careful” than by being dangerous. Think about the last time you got hurt. You were probably trying to protect something right before it happened. Being careful requires you to take actions cautiously—and there is no way that you will ever hit 10X activity levels by being cautious. Massive action demands that you throw caution to the wind, even if it puts you in the path of danger. Working with powerful people is dangerous in and of itself. Do you want to get investment dollars from a billionaire? A salary that pays you a million dollars a year? Take your company public? If so, you have to be willing to be dangerous because more will be expected of you with each of those situations. To do something big, you have to embrace danger. The way to ensure that danger doesn't kill you is to be sufficiently trained so that you can get into the ring and come out the victor.
10. Create Wealth
Attitude toward wealth is an especially significant distinction between the financially successful and the unsuccessful. Poor people believe they need to work in order to make money and then spend their lives either spending it on nothing of importance or conserving like crazy in order to protect it. The very successful know that the money is already created. They think in terms of generating wealth through the exchange of new ideas, products, services, and solutions. The very successful realize that they're not bound by shortages. They know that money exists in abundance and flows to those who create products, services, and solutions—and that wealth is not limited to a monetary supply. The closer you are to the massive flows of money, the better chance you have of creating wealth for your own endeavors.
Think in terms of creating money and wealth, not salaries and conservation of funds. Figure out how to create wealth through the exchange of great ideas, quality service, and effective problem solving. Look, for example, at how powerful banks behave. They collect currency through methods that compel other people to either give them money or borrow it from them. Consider the way in which wealthy people own real estate that others pay for by way of rent. They produce money solely by owning this property and therefore create wealth. People who invest in their own companies do so in order to increase their wealth, not their incomes. The unsuccessful, on the other hand, spend money on things that affluent individuals use to create wealth. Income is taxed; wealth is not. Remember: You don't need to “make” money. It has already been made. There are no shortages of actual money—only shortages of people creating wealth. Move your attention from conserving money to creating wealth, and you'll be thinking as successful people do.
11. Readily Take Action
This is entirely what this book is about (I hope that much is clear by now
!). The highly successful take unbelievable amounts of action. Regardless of what that action looks like, these people rarely do nothing—even when they are on vacation (just ask their spouses or families!). Whether it is by way of getting others to take action for them, getting attention for their products or ideas, or just grinding it out day and night, the successful have been consistently taking high levels of action—before anyone ever heard their names. The unsuccessful talk about a plan for action but never quite get around to doing what they claim they're going to do—at least enough to ever get what they want. Successful people assume that their future achievements rely on investing in actions that may not pay off today but that when taken consistently and persistently over time will sooner or later bear fruit.
Massive action is the one thing I know I can depend on from myself, even when times are tough. Your ability to take action will be a major factor in determining your potential success—and is a discipline that you should spend time on daily. It's not a gift or trait I was “lucky” enough to receive or inherit; it's a habit that must be developed. Laziness and lack of action are ethical issues for me. I don't think it's right or acceptable for me to be lazy. It is not a “character flaw” that's caused by some invented disease, any more than a highly active person is somehow “blessed.” No one is born to sprint or run a marathon any more than some people are born to take more action than others. Action is necessary in order to create success and can be the single defining quality that will enable you to make the list of successful people. No matter who you are or what you've done in life so far, you can develop this habit in order to enhance your success.
12. Always Say “Yes”
To really go at it in life and in business, you have to say yes to everything. It's something you'll see successful people do time and again—not because they can but because they choose to say yes. They eagerly engage in life and realize that the word “yes” has more life and possibilities in it—and is clearly so much more positive than “no.” When a client asks me to do something, I say, “Yes, I will be happy to/would love to/want to make it work for you.” I have a saying: “I never say no until I have to.” It's a great way to tell someone no (that is, if you absolutely must). When given an option to do or not do something, always say yes! Life is to be lived—something that becomes impossible to do when you're constantly saying no. Although many suggest that it is critical to know what to say no to, the reality is most people don't venture out and don't experience enough in life. They refuse to take on new things and experiences as often as they should. You know that you have an automatic “no” in you all ready to go—one that is backed with a 100 reasons why you can't, shouldn't, or don't have time to do something. Give this a try: Say yes for now until you become so successful that you are forced to add “no” to your arsenal and start managing your time and efforts. Until then, make “yes” part of your successful habits. Say yes to your kids, spouse, clients, boss, and most importantly, to yourself. It will propel you to new adventures, new solutions, and new levels of success.
13. Habitually Commit
The successful fully and consistently commit to activities—some of which require them to put it all on the line. This goes back to the concept of being “all in” that I described earlier. It also relates to operating with some level of danger and refusing to play it safe. Unsuccessful people rarely commit to anything entirely. They are always talking about “trying,” and when they do commit, it is normally in destructive acts and habits. Commitment is actually one of the things of which there is a shortage. Far too many individuals and organizations fail to commit fully to their activities, duties, obligations, and responsibilities to see things all the way through. To acquire success, it is vital that you quit testing the water's temperature and simply jump in! Devoting yourself to something all the way means that there's no backing out. It is just like when you jump into a body of water; once you decide to go for it, you can't stop yourself midair.
I would prefer a person who is able to fully commit over one who is completely educated any day. Commitment is a sign that someone is pledging him- or herself completely to a position, issue, or action. Successful people see past the problems and are able to keep their focus on the promise they've made to themselves or others. They keep their eyes on the outcome or action the entire time. When I commit to ensuring success for myself, my family, a project, or my company, it means that I will do whatever is necessary to make that pledge a reality and fulfill my commitment. Commitments are not something for which you can make excuses, nor are they something you negotiate with or on which you can “give up.” Commit fully as though you are already successful and demonstrate that commitment to all those with—and for—whom you work.
14. Go All the Way
As they say in AA, “Half measures achieved us nothing.” For members, this means that you can't get sober if you are drinking—even a little bit. In the world of success and achievements, half measures achieve nothing in terms of results—except for tiring out the person engaging in the half measures. This is why most people refer to work as though it were an illness. Only those who go all the way and see things through until they're done experience the rewards that the workplace has to offer. Until an action is turned into a success, it is not done. Until you make the potential client a client or the potential investor an investor, you have not gone all the way. This might seem harsh, but if you called a client 50 times and didn't get the deal done, then you might as well have not called that person at all. This is the point at which people become reasonable and therefore don't make it. Commit to being completely unreasonable and going all the way. Don't accept any excuses! No settling allowed!
15. Focus on “Now”
There exist only two times for the successful: now and the future. The unsuccessful spend most of their time in the past and regard the future as an opportunity to procrastinate. “Now” is the period of time that successful people utilize most often to create the futures they desire in order to dominate their environments. You cannot do what unsuccessful people do, which is to use any excuse they can think of to put off the tasks they should be completing immediately. Instead, you must acquire the discipline, muscle memory, and achievements that result from taking massive action—while others think, plan, and procrastinate. Taking actions immediately allows the most successful to design the future they desire. The successful understand that they must keep taking actions now. They're well aware that procrastination is the ultimate weakness.
The 10X Rule requires that you take action in massive quantities and immediately. Anyone who puts off doing what he or she can do right now will never gain the momentum and confidence that result from doing so. For example, I once told my staff that I wanted each one of them—even those in administrative positions—to make 50 phone calls. I immediately saw signs of panic appear on everyone's face—as though this would be impossible to achieve, what with everything else they had to do. So I told them, “You each have 30 minutes to make your calls—go!” I then went to my office and made 28 phone calls in 22 minutes.
You cannot allow even one second of worry or analysis to delay you in situations like these—because every second you spend thinking is a second of action that you're wasting! You will be amazed how much you can get done when you quit thinking, calculating, and procrastinating and just get on with it and make a habit of acting now. Although this may cause you to feel like you are reacting constantly—causing you to be too spontaneous—it will also make acting a habit. Action is necessary—and there is no time more valuable than now. While others are trying to figure out how they will get something done, you will have already finished it. The person who continues to do more consistently will improve his or her skill set out of sheer survival and adjustment. Discipline yourself to perform now—not later—and I assure you that the volume of endeavors you are undertaking will quickly increase the quality of work—and propel you to move with enhanced conviction and certainty.
16. D
emonstrate Courage
Courage is that quality of mind or spirit that compels people to face dangerous situations in spite of fear. It's rare that people feel or are described as courageous before the event that compels them to act in this way. Rather, they're referred to as such as a result of taking action regardless of their fears. Soldiers and heroes never refer to themselves as brave before they endure hardships. As far as they're concerned, they're just doing what they have to do at that moment.
The Ten Times Rule: The Only Difference Between Success and Failure Page 15
