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10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less Hardcover – May 9, 2023

4.6 4.6 out of 5 stars 1,721 ratings

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Expanding upon one of his high-level foundational teachings: Strategic Coach co-founder Dan Sullivan explains why achieving 10X growth is easier than going for 2X growth.

Dan Sullivan, the world's leading coach for highly successful entrepreneurs, wants you to know that achieving 10X growth is exponentially easier than striving for 2X growth. Most find this idea confusing at first because simply imagining 10X growth causes them to think they need to do 10X more work to achieve it. However, being a 10X entrepreneur is nothing like what most people think.

10X is not the outcome; it's a counterintuitive process you can apply every time you want exponential growth in your life and business. To make 10X possible, you must focus on expanding what Dan defines as your four most important freedoms—time, money, relationship, and purpose. As your time becomes 10X more valuable, you increasingly multiply the money you earn both in terms of amount and profitable satisfaction. As money becomes a tool you can increasingly access with greater ease, you will engage with a growing number of other freedom-motivated individuals. As both your professional and personal life fills up with 10X more unique and collaborative relationships, you will realize that your most powerful purposes in all areas become 10X more lasting and positive for everyone involved. You will be impressed by what your life has become, and the meaning and impact you're having.

10X is fundamentally about quality vs quantity, and the quality of your freedoms determines the results you achieve.
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From the Publisher

10x is Easier Than 2x
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Editorial Reviews

Review

“As a 25-year student of Dan Sullivan’s, I have experienced firsthand how his teachings have 10x’d every aspect of my life. Dr. Benjamin Hardy has brilliantly captured and taught Dan’s 10x concept in this masterpiece. Every entrepreneur must read this book!”
Gino Wickman, author of Traction and The EOS Life

“This book is not just a call to action, it’s also a road map. Dan Sullivan’s thinking is essential for your success.”
Chris Voss, CEO and founder of The Black Swan Group, author of Never Split the Difference

“Dan is the master of 10x thinking. During this upcoming period of disruptive exponential growth, the lessons of this book are not only critical for survival, they are the road map for you to thrive.”
Peter H. Diamandis, MD; founder of XPRIZE and Abundance360; New York Times best-selling author of Abundance, Bold, and The Future Is Faster Than You Think

About the Author

Dan Sullivan is the world's foremost expert on entrepreneurship and has coached more successful entrepreneurs than anyone on the planet. He is the co-founder of Strategic Coach®, the leading entrepreneurial coaching program in the world, and author of more than 50 publications on entrepreneurial success. Over the past 30+ years, Strategic Coach has provided teaching and training to more than 20,000 entrepreneurs. He is the co-author, along with Dr. Benjamin Hardy, of Who Not How and The Gap and the Gain.

Dr. Benjamin Hardy is an organizational psychologist and best-selling author of Willpower Doesn't Work and Personality Isn't Permanent. Together, he and Dan Sullivan have written Who Not How and The Gap and the Gain. His blogs have been read by over 100 million people and featured in the Harvard Business Review, the New York Times, on CNBC, among many others. He and his wife Lauren are the parents of six children. They live in Orlando.

Product details

  • Publisher ‏ : ‎ Hay House Business (May 9, 2023)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 296 pages
  • ISBN-10 ‏ : ‎ 140196995X
  • ISBN-13 ‏ : ‎ 978-1401969950
  • Item Weight ‏ : ‎ 2.31 pounds
  • Dimensions ‏ : ‎ 5.81 x 0.99 x 8.81 inches
  • Customer Reviews:
    4.6 4.6 out of 5 stars 1,721 ratings

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Customer reviews

4.6 out of 5 stars
1,721 global ratings

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Customers say

Customers find the book motivating and informative. They describe it as a fantastic resource that helps build relationships. Readers appreciate the practical advice and nuggets in the book. However, opinions differ on the writing quality - some find it simple and easy to follow, while others feel the content is repetitive and spend over 200 pages explaining the same concept.

AI-generated from the text of customer reviews

98 customers mention "Motivation"92 positive6 negative

Customers find the book motivating and transformative. They say it helps them see new opportunities and design better strategies. The concept is fascinating and powerful, helping them design a better strategy. The book provides useful nuggets and practical tools to experience breakthrough results and avoid burnout.

"...Hardy illustrates these ideas with practical examples and actionable steps, weaving in psychological insights and real-world stories that resonate..." Read more

"...All the exercises and introspection questions helps in finding the unique ability and finding Whos of business" Read more

"Fantastic, Fantastic, Fantastic. Read it, and your view on life will change. Very profound thinking" Read more

"...This book helped me see things in a new light...." Read more

91 customers mention "Readability"83 positive8 negative

Customers find the book easy to read and empowering. They appreciate the well-written content and helpful quotes. The YouTube video series complements the book well, providing additional value.

"...It’s a thought-provoking, empowering read that I’ll return to again and again...." Read more

"Love the book, it clarifies around the things to focus...." Read more

"Fantastic, Fantastic, Fantastic. Read it, and your view on life will change. Very profound thinking" Read more

"...In the end, the book is definitely worth the read. If it were updated to reflect today's ideals (diversity, division of church and business, etc.),..." Read more

6 customers mention "Relationship building"6 positive0 negative

Customers appreciate the book's relationship-building tools. They find it a great bonding time and part of their future selves. The tools tie together various aspects of life and business, providing a clear plan.

"...the information here and apply it, your business, life and relationships will grow 10x...." Read more

"...I've started lifting weights with my son. It's great bonding time and is part of both of our Future Selves -..." Read more

"...Dan Sullivan's greatest life altering tools in this one book, tied them all together, and laid out a plan, with exercises, to 10x your life over and..." Read more

"...experience reading the book and watching his YouTube channel was very connected and inspirational...." Read more

5 customers mention "Content quality"5 positive0 negative

Customers find the book's content informative and useful. They say it provides practical advice and nuggets that they want to read again.

"...There are so many excellent nuggets that you may also want to read it many times like I do...." Read more

"There are some good nuggets that can be mined from this book...." Read more

"There’s a lot of great stuff, interesting, informative, useful, and potentially life changing. Unfortunately, there are significant issues as well...." Read more

"There are some real gems in this book that I'll take with me for the rest of my business career, as a parent and a spouse...." Read more

32 customers mention "Writing quality"21 positive11 negative

Customers have mixed opinions about the writing quality. Some find it simple to read and follow, with clear explanations of difficult concepts. Others feel the book is repetitive and overly long, with many filler pages.

"...It's easy to read, SUPER relevant and timely, well written, and accessible...." Read more

"...10x is attainable in my company and, Dan is right, it is easier than 2x. So, what role this book? Why does it matter?..." Read more

"...Dan, Benjamin! WE GOT IT! The book is over 280 pages long...." Read more

"...Time is precious. The steps in this book are simple, clear, repeatable, and actionable...." Read more

Phenomenal Book for Business Owners!
5 out of 5 stars
Phenomenal Book for Business Owners!
I keep buying this for myself and as gifts. I also have the audio version. The author and the man he is interviewing have amazing ideas on how to do better work in less time. There are so many excellent nuggets that you may also want to read it many times like I do. My business is doing better after implementing the concepts of this book. In the audio version, one of the authors is the narrator. Super great!
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Top reviews from the United States

  • Reviewed in the United States on December 13, 2024
    Dan Sullivan and Dr. Benjamin Hardy’s 10x Is Easier Than 2x is a game-changer for anyone looking to achieve exponential growth in their business and personal life. Unlike traditional productivity books that focus on doing more, this book flips the script and shows how focusing on the right things can make extraordinary results feel not only attainable but inevitable.

    The concept of thinking 10x rather than 2x is more than just a mindset shift—it’s a complete overhaul of how we approach decision-making, priorities, and energy. Hardy illustrates these ideas with practical examples and actionable steps, weaving in psychological insights and real-world stories that resonate deeply.

    One of the most valuable takeaways is how narrowing your focus and eliminating distractions actually amplifies your impact. The advice is both counterintuitive and liberating: You don’t need to hustle harder; you need to align your efforts with what truly matters.

    Whether you’re an entrepreneur, a leader, or someone striving for big goals, this book will push you to rethink your limits and challenge your old ways of thinking. It’s a thought-provoking, empowering read that I’ll return to again and again.

    Highly recommended for anyone ready to level up their life by working smarter—not harder. It's a classic in the making.
    One person found this helpful
    Report
  • Reviewed in the United States on December 28, 2024
    Love the book, it clarifies around the things to focus. All the exercises and introspection questions helps in finding the unique ability and finding Whos of business
  • Reviewed in the United States on November 19, 2024
    Fantastic, Fantastic, Fantastic. Read it, and your view on life will change. Very profound thinking
    One person found this helpful
    Report
  • Reviewed in the United States on December 21, 2024
    I've always been the person who tries to do many things. I have a lot of different interests and don't like doing the same thing all the time. This book helped me see things in a new light. It helped me see how I can start delegating my least favorite tasks to someone else who is good at that particular skill. Then I can spend more time on the things I am passionate about! Even if you're not a business owner, this book could be helpful for you if you're someone who tends to take on too much responsibility.
  • Reviewed in the United States on December 12, 2023
    A breakdown of my loves & gripes.
    LOVES: 1) If you're an entrepreneur whose been hustling for who knows how long, GET THIS BOOK! It will reframe your thinking and habits.

    2) I had to sip the book like I would a hot tea because it blew my mind so much and I needed time to absorb it. It really blew my mind how hard I've been working for incremental growth, as opposed to thinking BIG, eliminating 80% of my busy work (primarily meetings that could've been an email) and focusing on the 20% that will drive my business.

    3) The book provides both examples and writing prompts to showcase the effectiveness of the 10x thinking and give the reader the ability to immediately utilize the framework. I keep thinking to myself, "I won't be doing THIS when I cut out my 80%."

    4) It's easy to read, SUPER relevant and timely, well written, and accessible.

    GRIPES: 1) Near the end of the book, the writer gets religious, pointing to Mormon stories and examples. That watered down the efficacy of his premise and felt preachy. If this is a business book, keep it to business.

    2) The writer only uses examples of men (and 1 woman) using this. As a woman in business, I would've appreciated showcasing how diverse entrepreneurs (gender, race, background) use this framework. If you're thinking, "WELL, maybe he doesn't have examples of women founders," the writer has coached, in his words, thousands of entrepreneurs. Pretty sure there are at least a couple dozen women in there.

    3) At the end, there's an example pulled from a gun rights organization. I'm really glad I didn't know that before reading the book because I wouldn't have bought it. Again, this made me think about the writer's politics (which, frankly, I do not care about), which was a waste of time because, again, this is a BUSINESS book.

    4) This is so tiny but the book says it's written by Dan Sullivan, but anytime Dan is referenced, he's quoted and referred to in the third person. Ben is referred to in the first person. Clearly Ben wrote the book and pulled lots of examples from Dan, which is awesome... just take credit for writing the book! Perhaps because Dan has more name caché, they decided to credit it that way?

    In the end, the book is definitely worth the read. If it were updated to reflect today's ideals (diversity, division of church and business, etc.), it would be the perfect book for all.
    95 people found this helpful
    Report
  • Reviewed in the United States on December 16, 2024
    Best mentoring book I’ve ever read. Would have saved thousands by not hiring mentors and just reading this! Would have gotten me to my goals faster too!
    I’ll be reading this one every year to redefine where I’m at and where I want to go.
    One person found this helpful
    Report
  • Reviewed in the United States on December 10, 2024
    I have already recommended this book to many people. If you take the information here and apply it, your business, life and relationships will grow 10x. If you keep applying the principles as you go 10x, the sky is the limit.
    One person found this helpful
    Report

Top reviews from other countries

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  • José Antonio
    5.0 out of 5 stars A powerful method for greatness
    Reviewed in Mexico on July 21, 2024
    Instead of the classic afirmation that 10X is literally obtaining 10 more times every material thing, Sullivan and Hardy develop a form of thinking that guides to a great life, seeking new ways to transform while enjoying existence.
  • Johnny Mean
    5.0 out of 5 stars A Personal Journey with '10x Easier Than 2x'"
    Reviewed in Canada on July 22, 2023
    The book "10x Easier Than You Think: How the World's Most Successful Entrepreneurs Think and Win" is a compelling read that masterfully delineates the art of strategic thinking for optimal outcomes. It underscores the concept that every decision we make comes with an opportunity cost, and how we can navigate these choices can significantly impact our lives.

    Allow me to share a personal anecdote that illustrates the transformative power of the principles outlined in this book. Recently, I found myself in the throes of the highly competitive Vancouver housing market, necessitated by an unexpected change in my living situation. The book's concept of "10x thinking" served as a guiding light, enabling me to chart a course towards a future that was not just satisfactory, but truly exceptional.

    For context, I had been comfortably residing in a one-bedroom condo for three years when the new owner decided to move in. This development thrust me into the heart of one of the most expensive and low-vacancy markets in North America, if not the world. However, in retrospect, this challenge served as a catalyst for change, a "forcing function" that propelled me towards a better future.

    The book's teachings encouraged me to shift my mindset from one of scarcity to one of abundance. Instead of focusing on cost optimization, I began to envision what I truly desired: a two-bedroom, north-facing corner suite equipped with air-conditioning and a well-appointed gym. This clarity of purpose allowed me to concentrate my search and, remarkably, secure a place that met all my criteria at a below-market rate.

    In the face of an abruptly terminated contract and a period of unemployment, I resisted the temptation to settle for what I could afford. Instead, I dared to ask myself: "Where do I want to be living 3 to 5 years from now?" "What would the future me want?" "What decision could I make now that would have me laughing in 3 to 5 years?" "When I have all the money I need, what choice would I make?" These questions, inspired by the book, helped me eliminate distractions and focus my resources on creating the best possible future.

    Today, I find myself comfortably settled in my dream space during one of the hottest summers on record on the West Coast. I have secured a short-term contract after a brief period of unemployment, and I am confident that this was the best decision I could have made.

    In conclusion, "10x Easier Than You Think: How the World's Most Successful Entrepreneurs Think and Win" is more than just a book; it's a powerful tool for transformation. It has my highest recommendation and Ben has my deepest gratitude.

    Sincerely,
    John
  • Mari Williams
    5.0 out of 5 stars Great book! simple ideas that give you immediate clarity.
    Reviewed in the United Kingdom on November 23, 2024
    I recommend this book to clients because it's simple and achievable. It helps you get into the mindset and clears the clutter.
  • Shikhar
    5.0 out of 5 stars Superb book
    Reviewed in India on June 12, 2024
    I simply loved to read it. It's really well described and written with real life examples. Must recommend. 👌 👏
  • Le P.
    5.0 out of 5 stars Mind blowing !
    Reviewed in France on May 13, 2024
    Ce bouquin, comme les 2 précédents coécrits par Dan et Ben sont bluffants ! Après "the gap and the gain" et "who not how", on vole de découvertes et ah-ha moments ! Ils sont vraiment fortiches ces deux-là pour te retourner le cerveau avec des concepts qui te font imaginer le futur comme si tu avais volé une paire de bottes de 7 lieues ! Quelle puissance ! À lire absolument même si vous n'avez pas d'entreprise. Spoiler : Le 10X n'est pas une question d'argent...