(It’s Not What You Think)
“What would it take for your business to make $10,000,000 in profit next year?”
When we ask business owners this question, their first response is usually a laugh. “Impossible,” they say. But that’s exactly where the magic of 10x thinking begins.
Because the next question changes everything: “It would be impossible… unless?”This ‘unless’ question unlocks the real power of Dan Sullivan’s “10x is Easier Than 2x” principle. It’s not about working harder or doing more. It’s about fundamentally changing how you think about growth.
Why 10x is Easier Than 2x
Here’s the counterintuitive truth: Doubling your business (2x) keeps you trapped in the same thinking that got you here. You end up:
- Working longer hours
- Managing more people
- Handling more clients
- Drowning in more operational details
But 10x? That forces you to think differently.
Meet Sarah, a digital marketing agency owner. Like many entrepreneurs, she’d built her business through sheer determination and expertise. Revenue was healthy at $1.2M, but she was working 60-hour weeks, personally overseeing every client strategy, and jumping into every crisis.
Doubling her business seemed daunting. It would mean more clients to manage, more staff to supervise, more fires to put out. “I’m already working every hour possible,” she told me. “How could I possibly handle twice the load?”
Then she discovered 10x thinking. Instead of asking how to do more, she asked what would make $12M revenue impossible… unless?
The answer changed everything: It would be impossible UNLESS she had:
- A leadership team that owned client strategy
- Systems that ensured quality without her involvement
- Operational excellence that didn’t depend on her daily input
This shift in thinking transformed her approach. Rather than trying to clone herself (the 2x approach), she built scalable systems and empowered her team to lead.
Today, Sarah works 30 hours a week, focusing purely on company vision and strategy. Her agency is on track for $8M this year, with higher profit margins than ever. That’s the power of 10x thinking.
The ‘Unless’ Framework
Start by identifying your impossible goal. Then ask yourself:
- It would be impossible UNLESS… (identify the conditions)
- How can I create these conditions?
- Who can help me create these conditions?
For Tony, another client, scaling his leadership development firm seemed impossible… unless he had:
- Systems to support growth
- A sales funnel that delivered consistently
- A leadership team to share the load
Today, his business has all three, and he’s finally free to focus on vision and strategy while working 2 days a week.
Breaking Free from 2x Thinking
The biggest roadblock to 10x growth isn’t external – it’s your own thinking. Every entrepreneur hits this wall:
- “I need to be involved in everything”
- “Nobody can do it as well as I can”
- “I don’t have time to step back and strategise”
But what if these beliefs weren’t true?
The 10x Pathway
- Start with Vision
- Use tools like the EOS Vision/Traction Organiser
- Think beyond current constraints
- Focus on transformation, not incremental change
- Create 10x Conditions
- Implement scalable systems
- Build operational leadership
- Automate what can be automated
- Delegate what can be delegated
- Find Your ‘Whos’
- Stop asking “How can I do this?”
- Start asking “Who can do this for me?”
- Build your dream team of experts
- Measure What Matters
- Track freedom metrics (time, energy, focus)
- Monitor system performance
- Celebrate progress
Living the 10x Life
Remember: 10x isn’t about doing more. It’s about:
- Working less but achieving more
- Leading instead of managing
- Creating space for strategic thinking
- Building a business that serves your life
As Dan Sullivan says, “10x progress comes from simplifying before you multiply.” It’s about stripping away the non-essential and focusing on what truly drives growth.
Your Next Step
Ready to explore your ‘unless’ conditions? Start here:
- Write down your “impossible” goal
- List your “unless” conditions
- Book a Freedom Strategy Session to map your 10x path
Because the truth is, 10x isn’t just possible – it’s easier than you think. When you have the right systems, support, and strategy, exponential growth becomes inevitable.
Frequently Asked Questions
Q: Isn’t 10x growth unrealistic for most businesses?
A: The beauty of 10x thinking isn’t about growing revenue by 1000%. It’s about asking “What conditions would make 10x possible?” Then building those conditions. For most business owners, this starts with getting out of operations and into true leadership.
Q: I’m already working at capacity. How can I possibly think about 10x?
A: This is exactly why 10x is easier than 2x. Doubling means doing more of what you’re doing now. 10x forces you to think differently – to build systems, delegate operations, and focus on high-leverage activities. It’s about working smarter, not harder.
Q: What’s the first step toward 10x growth?
A: Start by identifying your biggest operational bottleneck – usually yourself. Ask “What would make it impossible for this business to grow 10x… unless?” Those “unless” conditions become your roadmap to freedom.
Q: Do I need to hire more staff to achieve 10x?
A: Not necessarily. Linda’s story from “Who Not How” shows that sometimes one key hire – like a Virtual Business Manager – can transform your entire operation. It’s about finding the right “Whos,” not just adding headcount.
Q: How long does 10x transformation typically take?
A: While every business is different, we typically see significant transformation within 18-24 months when owners fully commit to operational delegation and strategic leadership. Remember, 10x is a journey, not a destination.
Q: What if my team resists these changes?
A: Resistance often comes from lack of clarity or fear of change. Start by sharing your 10x vision and how it benefits everyone. Show them how proper systems and support create better work-life balance for all.
Q: How do I maintain quality while scaling?
A: Quality improves when you have proper systems and dedicated operational leadership. Rather than personally checking every detail, you create processes that ensure consistent excellence. This is where a VBM proves invaluable.
Q: What if I hit a plateau during the 10x journey?
A: Plateaus are natural and often signal the need for a new level of thinking or support. They’re perfect opportunities to reassess your systems, team structure, and whether you’ve unconsciously become a bottleneck again.
Q: How do I know if I’m ready for 10x growth?
A: If you’re feeling trapped in operations, working long hours, or sensing that your business has hit a ceiling, you’re ready. The question isn’t about readiness – it’s about having the right support system to make it happen.
Q: What’s the biggest mistake people make when pursuing 10x growth?
A: Trying to do it alone. The most successful transformations happen when owners partner with experienced operational leaders who can implement systems while they focus on strategy. That’s why we believe in our VBM-centric model.