I’m ripping through another book.

Grant Cardone’s The 10X Rule.

I resisted Grant’s work for a while.  I think it’s the picture of him sitting on the engine of a private jet, on the cover of another of his books.

If it’s his jet — and I think it is — that’s all well and good.

But I’m of the mind that you’re actually less credible and less interesting to me if you pose for all those conspicuous consumption shots.

Nothing wrong with making money (in fact, I think getting rich is one of the best things you can do for the world, as long as you’re a good person at heart).

Nothing wrong with even having those things.

But there are enough fakers and wannabes out there who take those shots by sneaking onto the runway, or renting a luxury car, or whatever…  That the whole thing reeks of BS to me.

But then, I kept hearing recommendations for Grant’s work.

So, I decided to take the plunge.

And I really like this book.

It is, if nothing else, a smart reminder of a very powerful lesson in life.

Most people think too small, and expect to succeed with far less effort than it takes…

I’m pretty lazy.  Believe it or not, it’s more habit and self-imposed discipline that gets me doing things like writing as much as I do.  It’s NOT a natural gift for extraordinary levels of work.

If I don’t force myself into massive effort, I’ll barely do anything at all.

And so I’m constantly finding ways to put myself into situations and aligning myself with obligations that require me to create massive output.

Other folks — including Cardone — claim the opposite challenge.  Cardone said that at some point in his early adulthood, a switch flipped in his brain, and he knew if he didn’t work his ass off, he’d never live a good life.

But at the same time, he says that until very recently — the last 10 years — he thought very, very small about his ambitions.  Not just personal wealth and wellbeing, but the kind of impact he wants to have on the world, and the legacy he leaves.

If you want to make a real impact in life, you need to aim 10X higher with your goals, and expect to put in 10X more effort to achieve them…

Dream audaciously big.  Then be willing to put in the work to do it.

The challenge to this is that we’re not programmed this way.  This is not what the average person does.  This is not what our friends and family do.  This is not what our peers do.

But it is what every hugely-successful person in ANY endeavor does.

They imagine an audacious change they want to see in the world.  And they get relentless in their efforts to make it real.

You may get laughed at.

Nobody will believe you.

You will even doubt yourself.

But set your course, and stick to it.

Don’t apologize for your ambition.  And sure as heck don’t give up.

Be ready to put in 10X the effort you expect it to take.  Be ready for it to take 10X as long as you thought it would.  Be ready for it to be 10X more difficult, and cost 10X more.

If it pays off early, great.

Motion leads to momentum, which leads to motivation, which leads to more motion.

And yet, there are many traps!

Every fiber of your being that’s comfortable in the way things are will resist taking motion.  Comfortable and complacent is the enemy of achievement.

When you start to get momentum though, you’re not out of the woods.  Coasting, or resting on your laurels, is the ultimate trap.

You must keep pushing and pushing.  You set your goal 10X higher, because that will push you toward doing great things.

And yet, if you’re putting in 10X the effort, you will eventually hit that 10X goal.

And then you will set another.

Because that’s what you do.  It’s who you are.

That’s how you create breakthroughs.

Yours for bigger breakthroughs,

Roy Furr