What drives a once-bankrupt salesman to build an empire worth billions? Grant Cardone’s journey is a study in extreme ambition and resilience. By age 21, he was “swimming in debt,” but by 30, he had become a self-made millionaire. Today, his Cardone Capital firm manages roughly $4 billion in multifamily real estate assets, and his personal brand reaches tens of millions online. This transformation from financial rock bottom to real estate mogul rested on his core belief in massive goals and massive action. Cardone credits a “10x” mindset (discussed in his bestselling book The 10x Rule) for forcing him to think ten times bigger and work ten times harder than anyone else. As he often notes, “success is an obligation, success is vital – not an alternative or an option”
Core Philosophy: The 10x Rule and Thinking Big
Cardone’s signature 10x Rule philosophy holds that most entrepreneurs aim too low. He argues that to outperform the competition, you must scale up your goals and efforts tenfold. “Your thoughts and actions are the reasons you are where you are,” he writes . In practice, this means setting “massive goals” and then taking massive action to pursue them. For example, Cardone insists, “Failure comes from not enough action” He urges followers to “do what your competitors won’t do” and to never settle for “average” results. In The 10x Rule and at his events, he frequently says that if you plan for ten times the expected sales calls, customers, or output, even your failures will put you ahead of most people.His 10x mindset is grounded in personal anecdotes. Early in his career, he hit rock bottom—deep in credit-card debt and unable to pay his bills—and vowed never to relive that desperation. He threw himself into back-to-back jobs, sales training, and constant learning. “Commitment + investing in yourself,” as one Forbes interviewer put it, is his formula. Cardone even views saving money as counterproductive: in a Business Insider profile, he explains that he goes “broke” twice a year by dumping excess cash into new ventures. This all-in mentality—ignoring comfort for growth—is a direct application of his 10x principle.
Quotes and Insights from The 10x Rule
Your thoughts and actions are the reasons you are where you are. Therefore, it makes sense to 10x your thoughts, goals, and actions…” set dramatically higher targets.
''Failure comes from not enough action''when deals fall through, Cardone blames insufficient effort, not bad luck.
Success is an obligation; success is vital. Not an alternative or an option, '' he frames winning as a duty, not a bonus.
'' Successful people take responsibility for everything, good or bad, that happens to them '', no excuses, full accountability.
'' Average is typical, ordinary, and common. Who really desires the average? A taunt to those content with mediocrity.
These principles weave through all of Cardone’s teaching: be relentless, outwork peers, and never accept “no” as a final answer. In sales, he literally preaches closing deals with 10x intensity. (For more on mastering sales, see our Best Sales Books guide.)
Disruptive Sales Tactics: Closing Deals with Fire
Cardone’s roots are in car sales, and he became known for hypereager, fearless selling. He teaches techniques like rapid-fire follow-ups and assuming the sale. At his seminars (often pyrotechnic productions), he hammers home that boldness wins clients. Attendees report his battle cries: “Don’t be a little bitch – the average are doomed!” and “Pay me!” as a mantra for unapologetic confidence. In interviews and workshops, he tells salespeople to push past polite limits. For example, he advises emailing ten times as many prospects as you think you should, so even a 10% response rate yields a flood of leads.
Audience at a high-energy business conference, exemplifying Cardone’s dramatic speaking style (he often opens events with stage pyrotechnics and bold challenges). Cardone’s style upends traditional sales training. Instead of gentle persuasion, he advocates high-pressure momentum: calling prospects repeatedly, asking direct questions, and countering objections with enthusiasm. His books (e.g. Be Obsessed or Be Average, Sell or Be Sold) are filled with anecdotes of gatekeepers conquered and deals closed against the odds.
However, this “in-your-face” approach has its detractors. Critics say his tactics can veer into hard-sell territory. Some former followers and industry observers call his seminars “cult-like” or complain they feel manipulated into high-ticket coaching programs. Indeed, Cardone’s most devoted fans (his so-called 10x Army) include entrepreneurs who swear by his methods, but sceptics caution that his $ 30k-plus “coaching” offers and aggressive upsell rituals exploit hopes of quick success. Cardone himself shrugs off negativity, pointing to his results and claiming that attention is earned by results. (For a roundtable on sales strategies, see our Passive Income Strategies article on diversifying revenue streams.)
Cardone Capital: The Blueprint of a Real Estate Empire
Arguably, Cardone’s biggest success is real estate. In 2016, he founded Cardone Capital to let ordinary investors buy into large apartment deals. Since then the firm has exploded: it reports having raised over $1.65 billion from 19,000+ investors and now manages roughly $5.1 billion in assets, Its portfolio spans about 14,200 apartment units across 43 properties (plus some office space), Individually and through these funds, Cardone and his close circle control ~11,900 units worth ~$4 billion.
He deploys the same 10x mentality to deals: buy at scale, leverage bank financing heavily, and streamline operations. Cardone teaches that you should “treat houses like hospitals – you get in, you get out” In other words, he rents out family homes and auto-invests, but flips multi-family properties quickly if the numbers aren’t perfect. This contrarian view (on a 2019 podcast, he famously dismissed homeownership for investors) reinforces Cardone’s focus on cash flow and mobility.
📈 Over the last decade, the growth has been dramatic. In 2016, his funds had just a handful of deals; by 2024, they totalled billions. Cardone Capital’s track record shows roughly $404 million returned to investors so far, illustrating real dividends from rent rolls. Meanwhile, Cardone himself often highlights owning jet planes and luxury cars to illustrate wealth-by-investing. Critics, however, have urged caution. A 2020 class-action lawsuit claimed Cardone misled small investors by promising 15 %+ annual returns that never materialised. Cardone has denied wrongdoing, and these cases are contested.) In 2023, media outlets like BuzzFeed/HuffPost reported disgruntled investors accusing him of “defrauding” them, though supporters say those reports cherry-pick dissatisfied clients.
Modern multifamily apartment complex. A typical multifamily apartment complex. Cardone Capital’s investments span thousands of such units, from Houston high-rises to Florida waterfront projects. Today, Cardone’s empire is a behemoth in apartment investing: the company often touts raising $1.6B and owning 500,000+ sq ft of commercial space. He markets these opportunities at his events – for example, raising $45 million at a single 10x Growth Conference.
Controversy and Criticism: The Other Side of 10x
No success story is without sceptics. Cardone’s aggressive tactics have drawn public pushback. Journalists and competing investors sometimes describe him as a “finfluencer” who blurs sales hype with investment advice. The Real Deal notes that some industry professionals wanted to “see actual numbers before making a decision” on Cardone deals. A 2023 class-action (filed in New Jersey) and other lawsuits allege that Cardone’s sales pitches downplayed risks and overstated rewards.
On social media, Cardone’s brash humour and polarising comments (he’s known to insult “haters” and remind followers he made “real estate and book money”) have earned him both fervent fans and fiery critics. For example, a Forbes analysis pointed out that Cardone’s colloquial style – dropping profanity and outright claiming to make listeners “rich” – is unusual for financial gurus,(though Forbes itself called one of his networking events “#1 in the world” for marketing), Some accuse him of selling “motivational fluff” at exorbitant prices; others counter that he’s simply been upfront about the cost and value of his programs. Despite the noise, Cardone has plenty of defenders. Many entrepreneurs credit him for teaching them to be confident closers or to invest rather than hoard cash. Others praise his candour: in interviews, he’s boasted that he and his wife deliberately “go broke” to avoid taxes, and that has spurred conversations about aggressive tax and investment strategies. He also hosts one of the top business conferences globally (the annual 10x Growth Conference), which Forbes once said drew 20,000+ attendees. In sum, Cardone’s Disruptive style has made him a lightning rod: some see a sales guru, others a carnival barker.
5 Grant Cardone Principles for Scaling Any Business
Drawing on Cardone’s teachings, here are five actionable principles any entrepreneur can apply:
Set Massive, Uncomfortable Goals. Think “10x” bigger than you normally would. If you plan to sign 10 clients a month, target 100. As Cardone says, “Your thoughts and actions are the reasons you are where you are. Therefore, it makes sense to 10x your thoughts, goals, and actions…” Extreme targets force innovation and prioritisation.
Take Relentless Action. Cardone preaches that “failure comes from not enough action” Don’t just plan; execute immediately and often. Make prospecting calls, launch marketing campaigns, and hustle daily. (For sales tactics, see our list of best sales books – many echo this “do more” ethos.)
Dominate Customer Relationships. Be tenacious in follow-up. Cardone advises salespeople to “Do what your competitors won’t do”, whether it’s sending extra follow-up emails, making last-minute product demos, or offering ultra-responsive support. Control the conversation with confidence and valuable pitches.
Invest Your Profits Aggressively. Cardone views reinvestment as non-negotiable. He famously “goes broke” twice a year on purpose, ploughing surplus into new ventures. Follow his lead by funnelling earnings back into growth: new equipment, R&D, marketing, or real estate. (This principle ties into passive income; diversifying investments can multiply your revenue streams.)
Build Authority and Influence. Cardone became a best-selling author and social media star to amplify his reach. Cultivate your personal brand: write, speak, and post regularly about your niche. As Cardone showed, “social media presence” (10 M+ followers across platforms).
Each of these 10x-inspired steps is backed by Cardone’s experience, but they also align with broader business wisdom. Entrepreneurs may not adopt his exact style, but these principles of bold goal-setting, tireless execution, and strategic investing can fuel growth in any field.
Cardone’s Brand: Books, Conferences and Influence
Beyond business tactics, Cardone built a multimedia brand. He authored over a dozen books (many New York Times bestsellers) on sales and success. His 10x Growth Conference in Miami and online provides training to thousands annually, featuring big-name speakers and big production (no other marketing event wins “most sold-out for seven years,” Forbes noted).. He also broadcasts across YouTube, Instagram (millions of followers, TikTok and podcasts. Through free content and paid programs, Cardone markets himself as “the #1 sales trainer in the world” – a claim to fame that keeps his funnel full.
This wide influence amplifies both his success and his controversies. On one hand, the visibility has helped countless small investors find larger deals than they could on their own. On the other hand, the same megaphone means every misstep or lawsuit becomes headline news. Cardone seems to accept the trade-off: he once quipped that any publicity is good publicity as long as it keeps people talking.
Join the Conversation: 10x or Bust? hand
Grant Cardone’s rise from a broke 21-year-old to a mogul with a multi-billion-dollar portfolio is undeniably striking. His 10x philosophy and unrelenting attitude have inspired many to dream big and work relentlessly. But his critics remind us to probe the numbers and value before taking the leap. Where do you stand? Does Cardone’s message really work for building real wealth, or is it too risky and hype-driven? Share your thoughts below! Do you agree that “average is common – who really desires average?” or do you think success can be achieved on a smaller scale? Comment to join the debate, and subscribe for more in-depth business strategies and success stories.
