10x is Easier than 2x

Most of us want to have to have more in life and business. And to get more we think we need to work more. “10x is Easier than 2x” refutes this idea and argues that you can “achieve more by doing less.”

Published in May of 2023, “10x is Easier than 2x” outlines the teaching and experience of Dan Sullivan, one of the foremost entrepreneur coaches. Sullivan’s program, Strategic Coach, has helped over 25,000 entrepreneurs. One of the great things about this book is that Sullivan practices what he preaches, and you can see that example in this book. He advises leaders to leverage the WHO side of the business to realize gains. Sullivan himself does this through writing the book with co-author Dr. Benjamin Hardy. Hardy is an organizational psychologist and writer. 

Hardy briefly chronicles his own 10x growth in the introduction of the book. He shares about his time as a PhD. student, writer, and father, and how the 10x principles helped him gain success in all those areas. He didn’t rely solely on his personal experience. Hardy is the primary writer of the book, but Sullivan contributes a great deal.

Hardy also spent time interviewing and sharing from many of the entrepreneurs who have been a part of Sullivan’s Strategic Coach program. The stories and real-life situations help make the book less theoretical and easier to implement. Hardy’s own story and Ph.D. research centered around the idea of “Entrepreneur’s courage” and the point of no return, which Hardy connects with the 10x methodology to his own success. 

Most of the book hinges on this comparison of 10x to 2x thinking and growth. The most stark comparison for me was the distinction between needs and wants. 10x thinkers go after what they want, while those stuck in 2x focus on needs. The book discusses four main differences in wants vs. needs. Needs are extrinsic, while wants are intrinsic. Wants are freedom-driven, while needs come from a security-driven mindset. A scarcity mindset drives needs, and wanting comes from an abundance mindset. Finally, “Needing is reactive, whereas wanting is creative.”

10x thinking means working on exponential growth. This requires focusing on the 20% of things you want and are good at while handing off the 80% of work for someone else to do. Hardy and Sullivan contend that there are others whose 20% are part of your 80%, thus continuing the cycle of 10x growth while you build a company.  

One of the most impactful concepts in the book for me is the idea of how to define your time. Calendar management, time-blocking, and having effective meetings are normal topics for most of us in the business world. However, Sullivan defines three types of time that help 10x-ers be successful. He draws on experience as an actor and modifies these types of time to be relevant for people like you and me. 

The three types of time are:

1. Free
2. Focus
3. Buffer

Sullivan first sets “Free Days” on his calendar. 180 days each year are dedicated to rest and recovery. He argues that you can’t fully turn ‘on’ at work without ample opportunity to turn ‘off’ and recover. Next, he schedules his “Focus Days,” where the real work gets done. These are the days that are all about creating results. Finally, “Buffer Days” get scheduled to do any type of preparation or organization that will support your “focus days.”

“10x is Easier than 2x” is a great resource for entrepreneurs and a great resource for leaders in any business setting. You will take away at least 2-3 concepts that will directly or indirectly impact the results you are getting. 

One of the best parts of the book is that Sullivan demonstrates the teachings by applying them through the writing of this book. Sullivan partners with Hardy to write the book, each of them focusing on their 20% to produce a great piece of work. If you like this idea, then I recommend you check out the audiobook version, as it has additional dialogue from Hardy and Sullivan after each chapter.