I read 10x is Easier Than 2x, so you don’t have to. I’m actually going to talk about why I think it’s one of the best business books I’ve read in a long time, but with a few caveats. This is going to be part “what I learned from it and what I’m seeing in my own business”, and then also part, book review.
Regardless, I feel like 10x is Easier Than 2x has been the number one book everyone has been recommending, and I was really excited to read it, but I also was a little bit skeptical. I thought it might be one of those situations where, and I’m going to use Profit First as an example, everyone has basically shared the highlights so much that you’re kind of familiar enough with the concept by now before you even read it.
My point here is this: I thought I knew what it was going to be about and what it would say, and I was wrong. So anyway, we’re going to get into all of that – let’s begin!
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Table of Contents
I want to start this episode with an important caveat: one criticism of this book is that it reflects a lot of white male privilege, and it’s important to acknowledge that. Like many mindset books, it suggests that “anyone can achieve this,” but there’s limited recognition of the inherent advantages the authors may have had. Both authors are male, with stay-at-home wives managing family responsibilities, which shapes their perspective on what’s achievable.
I truly believe mindset can hold us back, and there’s real value in overcoming those limitations. At the same time, saying “anyone can do anything” doesn’t fully capture reality—privilege, including race and access to networks, plays a role. For instance, networking has been essential to their success, but access to “the right rooms” is undeniably easier for some than others.
That said, if you do decide to read this book, you’ll still find plenty of value. It’s been one of the most thought-provoking business books I’ve read in a while. Some chapters condense ideas that are covered in-depth in other books—like summaries of entire concepts, which has pros and cons. Dan Sullivan, who co-authored this with Benjamin Hardy, is a prolific writer in personal development, and while I probably won’t read all his books, this one gave me a good overview of his main ideas. But it also left me wondering: do I need to dive into those other books, or is this enough?
Anyway, those are my main thoughts, and if you’re still with me, I’d love to dive into what I found most valuable and how I’m thinking of applying it.
1. Going For 10x Removes Decision Paralysis
The first thing I found really interesting about this idea that “10x is easier than 2x” is how they break down the difference in decision-making. When you’re trying to double your business, there are so many ways to do it, and most of them involve just working harder.
If I set a goal to double my revenue next year, my first instinct might be, “Okay, I’ll hire more people and work even harder.” There are tons of options for that: I could add a passive income stream, launch a signature course, offer mentorships, expand my team, or add new services. Doubling has so many paths, which can get overwhelming.
But if I aim to 10x my business, let’s say going from $100,000 to $1 million, there are way fewer ways to get there. I’d really have to focus on just a couple of big moves. And that’s what makes this concept so interesting—when you want to achieve a massive growth leap, the options narrow down, which actually makes the path clearer.
For solopreneurs or small business owners, having too many options can lead to analysis paralysis. You start to wonder which direction is best, and it’s easy to get stuck. But when you’re aiming for something big, there are fewer directions you can take, and that focus actually reduces decision fatigue. It feels like a huge relief to realize that if I want to make a significant leap, I don’t need a million strategies—just a clear path.
2. Your New Favorite Question: Who (Not How)?
The second big concept, especially for my fellow idea-loving, “squirrely” entrepreneurs, is to ask not “how” but “who” with every new idea or plan you want to execute.
So, let’s say you’re thinking, “I want to launch a new course.” Instead of diving into, “How do I do that?” shift to asking, “Who can help me make this happen?” Whether it’s launching a course, creating content, or scaling a service, the first question should always be, “Who can I get on board to help?”
This has been huge for me, especially as I’ve built my team this year. I keep challenging myself to step out of my comfort zone and let go of things I thought only I could do. And each time, I realize I can delegate more than I expected. For example, take my inbox. I’ve always thought, “I need to be the one reading and responding to client emails.” But honestly, I’d love to outsource it because I hate email! Communication goes out the window for me when I’m stressed, so having someone manage my inbox would be a game changer.
So often, we think we have to do certain tasks ourselves, but with the right people around us, it becomes way easier to delegate—even those things we feel we “must” do ourselves.
The key with “not how, but who” is not only asking who can help with a specific task but also thinking about the “whos” you need in your life or business to reach your goals. It doesn’t mean you need a full team—maybe it’s a business coach, a contractor, or even your partner helping out at home. The point is to look at your goal and ask, “Who can help me get there?” instead of just figuring out how you’ll do it all yourself.
3. You Need To Constantly Be Shedding Your 80% (And Focusing on the 20% Of Work That Gets The Most Results)
The third big concept that really stuck with me is their take on the 80/20 rule. We all know it: 20% of our effort gets 80% of the results, and vice versa. But they really emphasize the need to constantly shed that 80% that isn’t moving the needle.
So, if I look at my to-do list right now, the question is, “What 80% of this can I either drop or delegate?” Some of it can just go away altogether—stuff that doesn’t really need to be done. Or it can be handed off to someone else. This is especially helpful if you’ve ever hired a virtual assistant or team member to help with the “easy” stuff.
But here’s where it gets interesting: once you’ve delegated or dropped that first 80%, now you’re left with your new 20%—the core tasks that really matter. And they encourage you to keep going. In three months, six months, or a year, take a fresh look at that new 20%. What part of that can you offload? It’s an ongoing process of refining your focus.
The goal is to stay focused only on what truly has to be you—not just things you think you need to do. For everything else, it’s about finding the right people to take it on, and having a strong team in the right roles is an investment that pays off. I can honestly say that my business has grown so much with the right people, and I’m beyond grateful for that support.
4. Be a Buyer, Not a Seller (Of Your Life)
The fourth concept they talk about is this idea of always being either a “buyer” or a “seller” in any situation. And while it sounds a bit abstract, I’ve been thinking about how I can apply this in my own life.
So, what does it mean to be a “buyer” vs. a “seller”? Basically, it’s about mindset. When you approach something as a buyer, you’re uncompromising—you don’t bend or settle for something that isn’t right for you. But as a seller, you’re more willing to adjust to make something work. Let me give an example.
Say I’m invited to speak at a summit. With a seller mindset, I might think, “Sure, I’ll adjust my presentation, email my list a bunch of times, and tweak my offerings just to be part of this.” But if I approach it with a buyer mentality, I’d consider whether this summit truly aligns with my goals and values. If it doesn’t fit exactly what I want, it’s a no.
I heard something similar on a podcast a while back (maybe it was Elizabeth McCravy’s Breakthrough Brand or something quoting Atomic Habits). The point was that as your business grows, you’ll get more and more opportunities. But you have to be selective—if it’s not a perfect fit, it’s a distraction. Success brings distractions that often look like opportunities, and learning to say “no” is key.
So, this buyer mentality isn’t about thinking there are “losers” in a situation—it’s about maintaining control over what you allow into your business or life. Instead of “selling” myself on why I should take every opportunity, I try to approach things with a mindset of, “Is this exactly what I want?” If not, I let it go.
I wanted to share this idea even though I’m still figuring out how to apply it consistently. It’s one thing to understand these mindset shifts; it’s another to actually live by them.\
5. Gap vs. Gain Mentality
The last concept I want to talk about is “the gap vs. the gain.” Basically, if you want to stay motivated, you have to keep looking back at how far you’ve come, rather than focusing on the gap between where you are now and where you want to be. The point of success, ultimately, is to be happy, and that’s something we don’t talk about enough.
Here’s an example: recently, I was organizing my Google Drive and found an old goals list where I’d written that my goal was to make $5,000 a month. At that time, $5K felt like a huge amount, and I remember thinking it would be life-changing. And now, looking back, I’d almost forgotten that $5K was once such a big goal for me.
I just want to say, too—there’s nothing wrong with $5K as a goal! I follow someone whose entire business is helping people reach that level, and I love her message. But the point is that the person who set that $5K goal is in a very different place than I am now. If I constantly compared myself to people making $100K a month, I’d feel discouraged. That kind of “gap thinking” can drain your energy and lead to burnout because it’s hard to stay motivated when you’re always focusing on what you don’t have.
On the other hand, focusing on “the gain” means appreciating how far you’ve come. I remember when I started my business and was making $0 for a very long time. Recognizing progress doesn’t mean I’m resting on my laurels; it’s just a way to keep perspective. Focusing on where I am now compared to where I started helps me stay grounded and motivated, rather than constantly chasing an ever-moving target.
So, that’s something I’m actively working on—staying mindful of the progress I’ve made instead of only seeing how far I still have to go.
I hope you loved this book review of 10x in Easier Than 2x! Let me know if you loved this episode and if I should do more like this!
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