10x Is Easier Than 2x: How World-Class Entrepreneurs Achieve More by Doing Less

Holding on to the 80 percent is embracing a 2x identity wherein you avoid major changes and maintain your status quo. To go 10x again and again, Chad shed the identity that got him here for the identity that would get him there.

As you commit to a specific standard far above your current capability and confidence, it pushes you outside your knowledge and comfort zone: hence, courage.

To be psychologically flexible, you become increasingly comfortable and adaptive to situations and challenges which are initially uncomfortable to you. You see

According to Prospect Theory, humans have an enormous aversion to loss.6 We fear and avoid loss far more than we seek gain. Loss aversion primarily manifests itself in three specific forms—1) continuing to invest in something unprofitable simply because you’ve already invested in it (i.e., sunk cost bias),7,8 2) overvaluing something you own, belie

If your goal is small, such as 2x, then your efforts will mostly be wasted. You’re not being stretched. You may technically be getting more proficient at what you’re doing. But you’re not evolving or innovating. You’re just deepening your habitual grooves, which doesn’t mean you’re actually getting better.

To go 10x, you simplify your focus by continually letting go of everything that doesn’t meet your 10x filter.

In order to become the best, you must embrace the art of quitting. Those who become the best don’t hold on to any 80 percent activity or identity for too long.

You quit everything that can’t go 10x from here, even if that means eliminating the best of what got you here.

10x goals enable you to clearly identity the 20 percent of things and people in your life that are producing most of your results, and the 80 percent of things and people in your life that are holding you back.