Chapter 2: Why the 10X Rule Is Vital

Never reduce a target. Instead, increase actions.

Too often when we miscalculate the required effort, the first thing we do is change the deadline or reduce the target. This sends the wrong message. It implies that goals are not important and instead of taking more actions to meet the goal, you or your employees will know that there is always a way out by simply changing the aim.

All goals that are attacked with the right level of actions are possible to achieve. It is important not to look for excuses like: “the market isn't ready,” “the economy is bad,” or, “our targets were unrealistic.” If you do not meet the goal, it is because you did not take enough action or you took the wrong actions.

When starting a new project or business, we are usually very enthusiastic. This enthusiasm is good, but we cannot forget that our clients are not enthusiastic because they do not know our product or service. To capture the potential market, we have to remember the 10X Rule and be prepared for 10 times more expenses, energy, and effort than we predicted. If it doesn’t end up taking 10 times as much as we expected—it is better to be pleasantly surprised than greatly disappointed.

Actions to take