“10X IS Easier Than 2X” Dan Sullivan and Dr. Benjamin Hardy”
Book Report Written by Mike Ronchetti
Congratulations. You are a rare person. By reading this book review you already exhibit one of the foundational elements of this book – you are looking for more and want to change.
Sullivan and Hardy, two highly regarded business experts propose a bold proposition: aiming for tenfold growth is easier than trying to double your business. This concept challenges the business owner reader to improve their vision and think deeper about their strategies.
Instead of making minor tweaks, Sullivan, and Hardy advocate for radical transformation. As Sullivan humorously notes, “If you’re just trying to double, you might end up only being twice as tired.” For business owners, this means looking beyond immediate tasks and envisioning what their businesses could become on a much larger scale.
We have all done 10X efforts in life before – many times – learning to: speak, read, make friends, drive a car, or become an entrepreneur. The
authors explain once you go 10X you no longer operate as the same
person you did prior to the 10X.
Disclaimer: Prior business experience is an essential condition to implementing this book. Why? This book assumes you are highly dissatisfied with your current state of missed opportunity, working on a smaller scale and want to overcome the resistance of doing business as usual.
Visionary Leadership: Improving our vision is crucial for 10X growth. Sullivan suggests we spend more time imagining our business’s future and then work backward to develop a strategic plan. This helps us identify opportunities and create a roadmap for long-term success.

Principles and Applications Focuses: The 10X versus 2X concept is based on the 80/20 rule premise – 20% of our efforts get game changing results (increased personal freedoms). While 80% of our efforts are just complying with our past successes and fear of making those around us uncomfortable (avoiding buying into a loud culture agenda that says don’t want more than what you need).
The goal is to clarify the 20 percent that if you develop greater mastery in, you’ll experience your desired 10X jump in freedom of time, money, relationships, and overall purpose. At the same time letting go of the 80% percent and allowing yourself to explore your curiosities and interest. Note: the sections on “Unique Ability” alone are a valuable read.
Application Examples:
Sarah’s Bakery with $1,800,000 annual revenue. Instead of merely expanding her menu or opening another location (a 2X strategy), she envisioned her bakery as a community hub. She started offering baking classes, partnered with local farmers, and launched a line of baking kits. Her business transformed, and her revenue soared, illustrating the power of deep strategic thinking.
Steve Jobs and the creation of the iPhone vision. Jobs didn’t settle for incremental improvements; he envisioned a groundbreaking product that changed the world. This example encourages thinking beyond small enhancements and consider how we might revolutionize our industries.
Takeaway:
By enhancing our vision and thinking deeply, we can discover new opportunities and drive significant success. However, it’s crucial to balance this ambitious approach with a realistic assessment of our resources and capabilities. The journey to 10X growth can be challenging but incredibly rewarding with the right vision and strategic thinking.