10 ways the book ‘10X Is Easier Than 2X’ will change how you think about growth and success

Do you ever feel like you’re grinding harder but not really getting anywhere?

Been there, done that, got the t-shirt.

Most people aim for modest, incremental improvements: doubling their income, getting a bit fitter, or shaving an hour off their workday.

But what if these “2× goals” are actually harder to achieve than something much bigger?

The book 10X Is Easier Than 2X by Dan Sullivan and Benjamin Hardy flips our default growth mindset on its head.

It argues that by aiming for massive results, we’re forced to simplify, focus, and innovate in ways that incremental thinking never allows.

That idea hit me like a sack of tomatoes, and now I’m finding far greater success focusing on the small handful of projects that move the needle the most for me.

Let’s take a closer look at some of the golden advice nuggets from the book:

1. Aim for 10×, not 2×.

When you chase 2×, you’re essentially trying to do the same things you’ve always done, but just faster, harder, or longer. It’s exhausting, and it rarely produces real breakthroughs.