The Ten Times Rule: The Only Difference Between Success and Failure Read online

  So I continued with my commitment, dealt with the fear, became a fanatic about it, and continued to increase actions in other areas. I didn't control the PR, the television networks, or the publishing companies, so I went to work on what I could control. Everywhere I could get my message out, I did—and finally we started seeing results.

  We started getting calls to do radio shows and even some TV interviews. One morning, I got a phone call from CNN Radio to do an interview on the topic of the Fannie Mae bust, and I of course agreed. The next morning, I was asked to show up at 3:30 AM at the studio for an interview on the foreclosure problem, and I said, “Yes, no problem—I am your boy!” I remember getting a call from the PR people asking, “Can you talk about the LeBron James contract and how it will affect basketball?” I said yes and headed off to the NBC studios without delay. Ten minutes before I arrived, I received a phone call in which I was informed, “The topic has been changed. Instead of LeBron, you will be talking about the relationship between Levi Johnston and Sarah Palin.” I didn't know anything about Levi Johnston, but I still did the interview. The topic didn't matter to me; I just wanted these media sources to know that they could count on me to show up and deliver. I reminded myself that the goal was not to do an interview on CNBC or to talk about Levi but to get the world's attention—so that people would start to think of me the moment they thought about selling. Although none of this coverage would make me money, it would—more importantly—make me known.

  We then started pushing on the social media front in a huge way. We pushed so hard that I had customers, friends, and even employees complaining that I was sending out too many e-mails and creating too many posts. Rather than backing off, I increased the amount of e-mails and posts until the complaints turned into admiration. I went from being disappointed with PR to being overbooked (that was just one way my massive action created new problems).

  I kept making efforts toward the TV show as well. I tried to meet with theatrical agents, managers, big agencies, and little agencies, but even they wouldn't meet with me. I talked to friends in Hollywood who had experience with the TV channels—and who had been unsuccessfully pitching their own reality TV shows for years. Yet even as I was venturing into this new space, I continued to add wood to the things I could control: speaking engagements, client calls, e-mails, social media, article writing, and my regular core business activities. And every time I would get disappointed or experienced a setback, I would go back and write down my goals. This forced me to remain focused on the destination instead of the difficulties. I always kept in mind that the successful keep their eye on their targets regardless of the challenges.

  Then, one day I got a phone call from a casting agent with a group in New York who informed me, “We ran across one of your videos on YouTube and think you would be perfect for a TV show. We've been looking for someone like you but haven't been able to find the right person.” My response? “I am the right person! What took you so long to find me?” I then got the name of the person in charge of the project, called him, and told him that it just so happened that I was going to be in New York that weekend—immediately establishing a commitment to the project. (By the way, I did not have a trip to New York planned prior to this call. However, I did have it in my mind to meet with someone about a TV show. Funny how things work out, huh?) The producer told me that he would love to meet with me. I told him I would be there at the end of the week and got off the phone.

  I immediately showed the producer my willingness and hunger to make things go right and was willing to commit without having “all the information.” Remember: Successful people commit first and figure the rest out later. Some people might claim that it was entirely too impetuous of me to jump on the chance and claim that I'd be in New York within a week. But my calendar is mine to schedule whatever I want, whenever I want. And because I am committed completely to my success as my duty, I decided that “New York trip” was going on my calendar. I don't need a personal assistant or a computer to do that for me. Give yourself every advantage, and give the person on the other end every opportunity to move forward. Don't add time, hesitation, and doubt. Get everyone in your life reading from the same playbook. Don't wait until something good happens and then have to add time by checking with others or your calendar. This will only slow your momentum down. Be constantly prepared for success so that you can grab the opportunity when it comes along!

  Once I got off the phone with the producer, I called my assistant and told her to get me to New York. She informed me that I already had another commitment that I was unable to reschedule. New problems—Yeah! So I immediately picked up the phone (the “do-it-now” strategy) and used this problem to have more contact with my new opportunity (customer acquisition vs. customer satisfaction). I made the call and told New York that I couldn't make it out there as soon as I thought and proposed another time. Interestingly, the new time actually turned out to be better for them as well. I flew to NY on my dime (take risk) and had no clue what I was doing (so what). When I got there, I found out the company owner was tied up in another meeting. I persuaded my contact to ask the owner to make just 10 minutes of face time for me (unreasonable). I pleaded with his gatekeepers, “Guys, I spent longer in the security line at the airport than I am asking him for—I need 10 minutes to explain my vision for the show.” The owner reluctantly made the time—and within five minutes, I could tell he was completely thrilled about the concept. He then spent an hour with me, and I was certain he would go to bat for me. On my way out the door, he said to me, “Anyone with this much belief and clarity I will get behind.” The group then decided to start pitching the concept to networks.

  Not long after that, I received another phone call from a group here in LA connected with reality TV producer Mark Burnett. They asked me to be a guest on the Joan Rivers show, How Did You Get So Rich? (which was somewhat ridiculous to me, because I don't consider myself that rich). But, of course, I agreed to the show. Just before the Joan Rivers people came out to shoot the episode, the group in New York sent out a crew to interview me for material to use with the networks. When it was over, I called my new best buddies in New York and gave them my feedback: “The interview went well—but there is no way this will sell the show. The studio heads need to meet with me so that I can sell it myself, or we need to shoot me actually going into a company and increasing their sales for real and capturing it on camera.” I received a response that they “normally don't shoot this” until they get some level of interest from a network. However, I went on to explain that the interview was too soft, and I really needed to create a short video that would show the networks that this wouldn't be a show about me. It would be a show that everyone would want to watch, demonstrating exactly how to create success in any business in any city and during the worst economy in 100 years.

  To keep fueling the fire, I would continue to send both groups new information. I happened to be in Las Vegas at a convention (taking care of my core business) and noticed a camera crew shooting. I told the crew about what I was trying to do with this TV show and that I wanted to send my associates in New York a three-minute piece. I asked them to record an impromptu video of me that would get their attention. I told them that if it worked, they would know they helped me make a TV show a reality. Surprisingly, they agreed.

  I then recorded a three-minute video that I labeled “You Can't Handle the Truth” that you can find on YouTube. The crew was kind enough to cut me a copy to send to both groups, and they loved it. This kept them thinking about me and furthering my cause. This video even caused the group in New York to broaden those networks they were planning to pitch to.

  My commitment to move the ball forward was starting to stoke their commitment and enthusiasm as well. I was adding wood to my fire—and certainly going beyond the socially agreed-upon norms. Just so you know, I also—for the most part—had no idea what I was doing (courage is created through actions). The only thing I knew was that I was taking action that wo
uld accomplish the bigger goal. I was scared, worried about money I was investing, and feared rejection along the way but knew that I was creating an entirely new set of problems—which, of course, was a signal that I was making some of the right moves.

  The next major event occurred when Joan Rivers came out to my house to shoot her episode with me. I, of course, shared with her my idea about a show, and she gave me the names of the guys who produced her show. I employed the method of reaching up, not sideways and down. I called the group in LA and requested a meeting to pitch this idea—just in case the guys in New York couldn't see the project through. Remember: Never quit adding wood and taking action, regardless of what others are doing.

  The group in LA liked the idea. It also didn't hurt that the producers had already seen what I did on the Joan Rivers show. By this point, I had gone from a single idea with minimal support to having not one but two companies considering the possibility of a show. I was in complete self-doubt when I went to Paramount and kept thinking, “These guys are just seeing me because they feel a bit obligated. So don't think for a moment that you can be confident and secure every step of the way.” I literally almost cancelled my trip to Paramount on the way over, thinking it was just a waste—when my sense of duty kicked in. Yes, I was scared and didn't really know what I was doing, but I did it anyway. I had to remember that emotions are overrated, and the boogeyman's job is to keep me down. Again, pay attention to all the successful strategies I am illustrating here because they are what guided my decisions and should guide yours.

  Upon meeting members of the group, I was shocked to find they had already spent time coming up with their own version of a show with me. All my fears about their lack of interest—like most fears—were completely unfounded. When both of these groups researched me, they both commented, “It is like you are everywhere” (omnipresence).

  Although I clearly wanted to shout from the rooftops at this point, I knew I couldn't get too excited or stop to celebrate. I had to keep pushing with more actions and more responsibility in order to move things forward. Rather than waiting for one of the two companies to offer me a deal, I started calling retail companies to see if I could line up organizations that would be interested in being on my new show (that, by the way, I don't have yet). Although this would normally be the production company's job, (1) there was no deal or company to do this yet, (2) I hate waiting, and (3) I wanted to move things forward to a point where no one could walk away. Was I being too aggressive, acting in a socially unacceptable way, and breaking the agreed-upon rules? Could this offend someone? Absolutely! Look, if either of these groups said no to me, none of what I was doing would matter to them anyway!

  It was interesting that when we called companies to let them know about the show, not only were people interested in being on it, they also started asking us how we could help them before the show. We landed multiple new accounts just by making the calls about the show. I then informed the New York group that I was lining up organizations that wanted to be involved in the show. The producers told me to “slow down,” to which I replied, “I can tell you I will—but I won't.” What did come out of this call was that the group in NY agreed to shoot a teaser piece of the show. We all agreed that a Harley dealership would make for a great visual and fantastic story. After a dozen phone calls, we found a company willing to agree—but I still didn't have a commitment from New York. Yet once I told them that I had the ideal place ready to go, they couldn't say no. They agreed to send a crew to shoot me for two days. (Understand that when you keep pushing forward, something will result.)

  I found myself with no experience shooting a TV show, no script, no notes, no preparation, and really no idea of what we were actually going to do, but I was on my way to shoot two days in the largest Harley store in the world (commit first; figure the rest out later). I was working with a group of people I had never worked with, and frankly, I was scared to death. The only thing I knew for sure was that I could go into any company and increase its sales. I kept one thing in mind: Fear is an indicator that you are moving in the right direction.

  To put myself at ease, I focused my attention on the future and reminded myself of my goals. On the way over, I reminded myself repeatedly that I could handle my fears and that I was going to have to do something like this. Otherwise, people would never come to know about me and my ability to help people. Remember: Your only real problem is obscurity. I kept giving myself pep talks: “Show up, be all in, and trust that creativity follows commitment.” Look at the number of successful traits that I employed here: have a “can do” attitude; believe that it will be successful; show up; commit first, figure the rest out later; do it now, not later; go in all the way; be courageous; do what you fear; stay focused on the target; and be willing to be uncomfortable. Even if I failed, I knew that my mind-set and actions were in the right place. I may regret my performance—but at least I won't regret not taking a shot!

  We started shooting the “teaser.” About three hours into it, the producer said, “Grant we need something that really shows what you do, beyond words, beyond explanations. We need to see that what you teach actually happens.” I looked at the camera man and said, “Turn on that camera and follow me.” I then took over the Harley showroom floor by going from customer to customer and engaging each of them. I had clients getting on and off the bikes. I was moving them around, taking photos of them, and texting photos to their spouses at home with messages like “I am about to sell your husband a motorcycle.” It was fun, easy, and incredibly powerful to interact with customers and handle their objections, resistance, and problems—and then have it all recorded on camera.

  At the end of the first day, the producer looked at me and asked, “Can you do this with any company, anywhere?” I'm sure you know by now what I told him, but just in case you don't, I'll repeat it here: “Dude, I can do this in any company, anywhere, endless times and show anyone, selling anything, how to increase their sales in any economy!” He said, “I believe you—and I believed in you before I even saw what you just did. Now America has to see this TV show.”

  I asked him for one favor: “Once you get an agreement to meet with the network people, allow me to pitch it to them.” I knew that I could sell this show better than anyone else. He agreed, went back to New York, and started editing the piece. He called me the following week and told me how excited he was but that the summer season was going to delay his presentations to networks. He explained that it would probably be another four weeks before he could pitch the reel, but he assured me that everyone will love it.

  I hadn't heard from him for about three weeks, so I started calling him. I knew I wouldn't get anywhere with this project without persistence. When we spoke, he confirmed that he was still “all in.” I reminded him of his commitment to me to let me pitch it to the executives. He called me back a week later, at 6:45 AM, and told me the following: “Grant I have bad news. The networks don't want you to come pitch the show. Instead, they want to start shooting right away.”

  The first thing I thought of was the guy who had told me, “For every TV show that gets made, 300 are pitched.” The second thing I thought of was the person who told me that no one wanted to see a show on sales. (Stay focused on the future, be unreasonable about it, continue to add wood, and don't focus on what people say has been done, can be done, or is possible!) People are so caught up in their own negativity and losses that they give up on creating the future they want. Others feel the need to criticize other peoples' ventures as a way to justify giving up on their own. Never regard the impossible; instead, stay focused on what you can do to make the supposedly impossible possible. It is a good thing I didn't bother to listen to all the naysayers, huh?

  At this point in time, we haven't yet shot the show, but everything is in place to do so, and we expect a release in the upcoming year. My hope is that this show will provide viewers with the direction that regular people need in order to create success in any economy, anywhere, and
at anytime. Market slowdowns, financial problems, challenges, and fear are not as powerful as a person's ability to dream big and act at 10X levels! No economy, no matter how bad, can hold down a goal that is followed by enough action.

  I've shared this story with you to show you how I employed many of the concepts discussed in this book in order to achieve the goal of expanding my footprint. I am just like you—no more talented and no more certain—but I am using 10X thinking and taking 10X actions. This isn't just a book; this is what you have to do today in order to make it. The world no longer rewards talk. You and I must not just talk the talk but walk the walk. This should help you realize that 10X will work for anyone.

  This short story isn't even really about me; it is a guide for what you have to do. You have no idea how many people throughout my life have laughed, criticized, and raised their eyebrows about the things I wanted to do. You don't know about the hundreds of thousands of phone calls I have made that went nowhere or the thousands of e-mails to which no one responded. You have no idea how many people—even my supporters—suggested to me that I may be pushing beyond the limits and putting myself at risk. I have spent 30 years preparing and studying, making mistakes, and taking action—all of which has allowed me to develop some level of discipline that I have not always had.