Grant Cardone's 10X Commandments: Timeless Sales Wisdom from a Billion-Dollar Empire Builder

Grant Cardone rose from car salesman to managing $1.4 billion in assets. Yet he still calls himself a salesman—arguably the world's best. Before our Dallas meeting, sandwiched between flights to Texas and back to Miami, I was skeptical. Salespeople push products, right? My goal: don't buy in.

Cardone advises Fortune 500 companies, delivers financial and business training via Cardone University, runs seven companies generating $150 million annually, and oversees Cardone Capital's $1.4 billion in real estate. An international speaker with 2.4 million Instagram followers and seven books—including a New York Times bestseller—he's impressive. But I'm a tough sell.

His book If You're Not First, You're Last grated on me. He dismantles clichéd motivational platitudes like fortune cookie wisdom. Normally off-putting, but here it wove into a compelling story: a man who hated sales, struggled with rejection, and now urges bold risks despite his success.

Cardone speaks in soundbites, but they trace his improbable rise. Here's his story, distilled into five commandments.

* * *

“One of the great things that happened to me in my life was the car dealership, and one of the worst things that happened to me was the car dealership.”
– Grant Cardone

At 21, unemployed in Lake Charles, Louisiana, Cardone's uncle dragged him from the line to sell cars. “You didn't go to college to be unemployed,” his uncle said. Cardone bombed—at cars, insurance, retail. He couldn't build rapport or ask tough questions.

Then came Jackie B. Cooper's sales tape. A revelation: sales had a method. Cardone wore it out, borrowed $3,000 from his mom for more, and transformed. He rehearsed 45-60 minutes daily, arriving early. Soon selling 15-20 cars weekly, he taught his team, accelerating his growth. “The more I helped, the more I learned.”

* * *

“People say, 'Oh, take small steps.' Even a baby can't do that. A baby runs before he walks. He takes a lot of risks.”
– Grant Cardone

Growth demands risk, Cardone insists. Adults take less than toddlers—and stagnate. Enter the 10X Rule, from his 2011 book: multiply goals and effort by 10. Stuck motivating 10 employees? Plan for 100. New problems yield breakthroughs.

It's survival in America's economy. Giants like Google 10X by acquiring; small players must scale or perish. “You stop thinking like a car salesman and start like a businessman.”

* * *

“Last impressions are more important than first impressions.”
– Grant Cardone

Forget ABC (Always Be Closing). Success lies in follow-up. Average sales close on the 7th or 8th contact—after nos and silences.

Cardone pursued wife Elena Lyons for 13 months after she called him arrogant. Now married 15 years. Even Floyd Mayweather ditched him mid-pitch; Cardone followed up. Rapport builds over time, overcoming insecurities.

* * *

“It takes more work to not succeed than to succeed. I did both.”
– Grant Cardone

Customers distrusted him early on, echoing a busboy slight at 17. He vowed change. Failing is exhausting; complacency a myth. Those scraping by work hardest.

During the Recession, betrayed and broke with a baby on the way, Cardone penned Sell or Be Sold. “I'll never let you worry about money again.” A decade of sacrifice built their empire.

* * *

“People who say money won't make them happy probably don't have it.”
– Grant Cardone

Everyone sells—attention, art, ideas. Do what you love; more pay amplifies joy. Cardone asks why not, not why. Study successes, not failures—too costly in high-stakes fields.

Rejection stings, but he chases successes. Our talk shifted my cynicism. His transparent questions challenge excuses, pushing toward the bold life he lives.