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Business Success Is Believing That Growing 10x Is Easier Than 2x

When asked if they think they’re able to 10x their current income, most entrepreneurs aren’t confident that they can. But when presented with a different way to think about it, it becomes clear that it’s actually easier to go 10x than it is to go 2x. In this episode, business coaches Dan Sullivan and Shannon Waller explain how to change your thinking so you’re ready to 10x your company’s income.

Here's some of what you'll learn in this episode:

  • The mindset shift that happens when you realize you’ve gone 10x before.
  • Insights you can gain from your previous jumps in income.
  • Why your team members might try to prevent change at the company.
  • How Strategic Coach® has gone 10x more than once.
  • Why people have to make things up to scare themselves nowadays.
  • The difference between “status entrepreneurs” and “growth entrepreneurs.”

Show Notes:

  • Whenever someone goes 10x, they’ve gotten rid of a lot of activities they’d been doing.
  • Going 10x means hiring people to do activities they’re great at.
  • Growing your income means going after bigger and bigger check writers.
  • Entrepreneurs should be using technology to expand the power of their teamwork.
  • Growing your income might involve new collaborations with individuals outside of your company.
  • You make up the future, but you don’t make up your past.
  • The first time you go 10x, what you did couldn’t be predicted. The second time, you have a pattern to follow.
  • Most people want a bigger result without having to change themselves or what they’re doing.
  • 10x is multidimensional thinking, while 2x is linear thinking.
  • How other people went 10x is meaningless information because it’s not the way you did it.
  • You won’t go 10x unless doing so will result in greater freedom.
  • A 10x quantitative jump is meaningless unless it’s also a 10x qualitative jump.
  • Entrepreneurial growth calls for constant transformation and change.


The 10x Mind Expander by Dan Sullivan

The Gap And The Gain by Dan Sullivan and Ben Hardy

Article: “The 4 Freedoms That Motivate Successful Entrepreneurs”

The Strategic Coach® Program

Episode Transcript:
Shannon Waller: Hi. Shannon Waller here, and welcome to Inside Strategic Coach with Dan Sullivan. Dan, we are really excited because the newest big book is coming out, one written with Dr. Benjamin Hardy, which is called 10x Is Easier Than 2x, which is such an interesting mind-shifting way of thinking about future and thinking about growth. So, let's do a little dive in. We're excited about it. The stories are incredible. The book is amazing. So, let's talk about 10x Is Easier Than 2x. How can that possibly be true?
Dan Sullivan: Yeah, well first of all, the book title is just the latest messaging of something that we started in Strategic Coach in the 1990s, 1994, 1995, which was called the 10x Mind Expander. The moment I explain it to most people, they kind of get this fairly quickly. And the best way to do that is, write your today's income down. And what I want you to do is to go back in your history and identify where it was when you were one-tenth of where you are today. Let's just use straight income, not anything that requires tax advice. So, just using Coach as an example, we're very, very close to 40 million, so I'll just use 40 million. So, we go back in history, and it's the early beyond 2000 when we were 4 million. So, in a period about 18 years, we've gone from 4 million as a company to 40 million. Okay.
And with really successful entrepreneurs, you can go back another one-tenth from when we were our company, 4 million, you can go back to when we were 400,000 and it was 1990, I can remember. So, we went from 400,000 to 4 million in probably about 10 or 12 years, and we've gone another 10x in about 17 or 18 years. Okay. And people say, “Oh, that's right.” And I said, “Now I just want you to take the first one-tenth and say five key breakthroughs that happened that take you from when you were one 10th of where you are right now. I want you to identify five key factors that let you grow 10x, because you've already had the experience of growing 10x. I just want to show you that you already know a lot about how to do this, but it may be the first time that you've actually identified.” And it always comes out the same. That is, they radically changed what they were doing on a day by day basis. In other words, there were a lot of activities that they just stopped doing and more and more they just narrowed it down to a few activities that they were already good at and they just got rid of a lot of the stuff that they weren't any good at. And in order to do that, what they did is they hired other people to do that. So, they grew the team around them. They may have gotten to the first level on their own with maybe a secretary, but to jump another 10x, they had to create a team where a lot of the activities that they were okay with went to people who were actually really good at it and they could do it all day.