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Chapter 8: Average Is a Failing Formula
“Any undertaking that includes accepting average will fail you sooner or later.”
Average doesn't work in any area of life. It can cause us to fail or put us at risk because it assumes that everything will remain stable. Only by rising our actions to 10X levels are we prepared for unexpected events or a series of missteps.
Taking an average level of actions is the reason that most new companies fail. When the initial excitement and enthusiasm disappears, people see that they underestimated the required effort, the competition, the economy, market conditions, etc. Success is possible when we take massive action and follow the 10X Rule.