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The10xThinker 1

Exponential ideas, trends, and predictions for entrepreneurs.


Spring 2012

How Moores Law Is Exponentially

Transforming Life For Billions. Why There Are No Natural Resources On The Planet Today And
Never Have Been. Why Gratitude Is
10x thinking means that entrepreneurs, especially in the early 21st century, have a remarkable opportunity to look at everything in the world in entirely new ways and to create entirely new ways of doing things.

The Single Greatest Capability


For Creating Economic Abundance. How

Changing Twelve Words Will


Why The Forces Of Scarcity Cannot Win. Thinking Of People As Multipliers In The
Change Your Future. 21st Century Always Makes It True.

Dan Sullivan

Moving From Incremental To Exponential Progress


Welcome to The 10x Thinker, a quarterly overview of exponential ideas, trends, and predictions for entrepreneurially-minded individuals around the world. I was born in 1944, a time when progress wasnt exponential because it was an older age based on large, industrial bureaucracies, where life was much more controlled, predictable, and slow-moving. But I am delighted to be living right now in a 10x world where exponential progress is increasingly possible. 10x is an idea that describes the 21st-century scientific, technological, and entrepreneurial breakthroughs that are increasingly possible as the result of the proliferation of microchip-based tools, systems, and networks in every area of human life. For the past 50 years, the microchip has been fundamentally transforming both the quantity and quality of individual life on the planet. There has never before been a practical invention that has also had such an extraordinary impact on human imagination, aspiration, creativity, and cooperation. The microchip makes it possible for billions of people to achieve far more today than they did yesterday and to hope for far more achievement tomorrow than is possible today. The 10x impact of the microchip and Moores Law on human thinking and capability means that we are now rapidly crossing over from an age of incremental progress to one of exponential progress. For all of human history, at the very best, we could only add to what we already had. Now, we are starting to multiply everything old by everything new. For a hundred thousand years, all of human existence was bound all around by a sense of scarcity in daily life. Virtually every aspect of our learning and knowledge was conditioned by scarcity-based language and logic. 10x thinking, on the other hand, is entirely about a new world of abundance-based logic in which billions of individuals can use new technologies to design, direct, and determine their own destinies. In this first issue of The 10x Thinker, I am introducing two new tools to help entrepreneurs think about their businesses, and about the whole 21stcentury world they live in, from the standpoint of increased abundance. The first thinking tool, The 10x Matrix, describes how every issue, event, and development in the world can be immediately understood as reinforcing scarcity or as multiplying abundance. The second, The 10x Entrepreneur, shows how every entrepreneurially-minded person in the world can continually make an individual crossover from scarcity to abundance simply by transforming 12 specific distinctions about business activity in the 21st century.

10x thinking means that entrepreneurs, especially in the early 21st century, have a remarkable opportunity to look at everything in the world in entirely new ways and to create entirely new ways of doing things.

The10xThinker
The 10x Matrix
Part 1: The 10x Matrix is designed as an analytical tool that enables abundance-minded entrepreneurs and their teams, families, and friends to clearly grasp how the 21st-century world is evolving in relation to any particular issue in the daily news.
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1
The 10x Matrix
Scarcity

Understanding Global Struggle In A Growing World Of Unlimited Microchip Abundance

Abundance
Worldview: Everything important is getting
bigger and better as a result of capabilities that make things faster, easier, and cheaper.

Worldview: Everything thats needed for future


survival and progress is getting scarce or running out. Nothing positive is getting bigger or better.

Zero-Sum: There is only so much of


everything available in the world for everybody. If someone is doing well, its only at the expense of everyone else who is doing poorly.

1 2 3

Exponentials: Microchip-based tools, systems, and networks create new areas of personal and general expansion in which the factors of growth continually multiply each other. Ingenuity: There are increasing opportunities for more individuals to create new practical solutions and breakthroughs that become immediately useful for many others. Opportunity: More and more individuals have the ability to combine their capabilities with others in ways that continually make their futures bigger than their pasts.

Depletion: All of the natural resources that support life on the planet are being depleted, and there is no way they can be replaced. Shortages are increasing everywhere. Unfairness: Resources, capabilities, and
opportunities are unfairly distributed among the global populationradical change is needed to redistribute everything on a fairer basis.

Resentfulness
Behavior: Growing personal unhappiness and dissatisfaction with daily life on a planet where scarce necessities are increasingly controlled by a few.

Resourcefulness
Behavior: Increased excitement, skill, and
achievement based on the unpredictable combining of individual capabilities to create greater resources and opportunities for many others.

1 2 3

Envy: Continual self-comparison with the better situations and results of others and resulting anger at being deprived and disadvantaged. Guilt: Increasing anger at oneself for benefiting
from the unequal distribution of scarce opportunities and results in the worldinability to be happy with personal progress and success.

Gratitude: A profound and permanent sense

1 2 3

of appreciation that the present and future global expansion offers unlimited support for personal self-empowerment and happiness.

Creativity: A growing ability to put things


together in unpredictable ways that introduce entirely new solutions and produce entirely new breakthroughs.

Indignation: Upset and outrage at the


inequalities and unfairness that increasingly exist between those who have too much and those who have too little.

Cooperation: Making ever-increasing use


of the unique capabilities of more and more creative individuals around the planetresulting in bigger and better overall results for everyone.

The 10x Entrepreneur


Part 2: The 10x Entrepreneur shows how business owners and their teams can continually develop and expand their abundance-based attitudes and behavior in relation to every kind of daily business event and situation.
1 2 3 4 5 6 7 8 9 10 11 12

The 10x Entrepreneur


Scarcity Costs: Expenditures of resources that are, at best,
a necessary evil to be minimized or avoided.

The Business Crossover From Commoditized Isolation To Multiplier Expansion

Abundance

1 2 3 4 5 6 7 8 9 10 11 12

Investments: Combining resources and capabilities in ways that continually create higher value.

Incremental: Additive improvements and


progress that happen slowly with increased effort.

Exponential: Improvements, progress, and


achievements that continually multiply one another.

Transactions: Sales that are increasingly


depersonalized, devalued, and commoditized.

Transformations: Economic cooperation


that multiplies everyones resources and results.

Industry/Profession: Specializations that


are controlled by existing knowledge and practices.

Market/Network: Systems of expanding cooperation that multiply everyones capabilities. Multipliers: Independent individuals who are motivated to create a future bigger than their present. Value Creation Process: Transforming complexities into simplicities and multipliers. Unique Ability Teamwork: A system

Clients/Customers: Self-interested individuals


who seek the greatest value at the lowest cost.

Products/Services: Packaged commoditized solutions that continually lose their value. Employees: Dependent individuals who want
increased rewards without being more useful.

of utilizing and multiplying everyones best talents.

Security: Protection against the loss of crucial


financial resources for the longest possible time.

Opportunity: Continual transformation of existing capabilities to create bigger possibilities. Contribution: Using ones capabilities to multiply the capabilities of others for their own sake. Freedom: Increasing capability to grow without
restrictions, limitations, obstacles, or barriers.

Status: Personal position of superior advantages


and connections in a world of limited opportunities.

Lifestyle: Personal world of relationships,


interests, and pursuits completely separate from work.

Management: Controlling the time and


activities of others within predictable structures.

Leadership: Enabling others to visualize bigger


futures, motivating them to achieve those futures.

Retirement: Being taken out of the activities


and opportunities that produced financial resources.

Purpose: Lifetime growth of motivating rewards for uniquely multiplying the futures of other people.

1: The 10x Matrix


Understanding Global Struggle In A Growing World Of Unlimited Microchip Abundance.
For 20 years, Ive been working on a 21st-century framework that would enable me and other Strategic Coach entrepreneurs to quickly detect, size up, and understand the impact of technological change, especially on politics. The diagram on the facing page, The 10x Matrix, is designed as an analytical tool that enables abundance-minded entrepreneurs and their teams, families, and friends to clearly grasp how the 21stcentury world is evolving in relation to any particular issue in the daily news. Entrepreneurs dont have a lot of time for in-depth study and discussion of global affairs, so The 10x Matrix serves as a quick-and-simple process for gaining an immediate and useful grasp on how global changes are either negative or positive factors related to entrepreneurial success in the present time and going into the future. Ideal outcome. My biggest objective in creating and explaining The 10x Matrix is to enable ambitious, talented, and successful entrepreneurs to continually increase their personal clarity, confidence, and capability in a rapidly changing world that might otherwise be a source of increased confusion and anxiety. Many entrepreneurs have a desire to ignore global affairs, especially political developments, because they find the flood of conflicting events, issues, and agendas distracting, annoying, and useless. I believe that this attitude and approach is increasingly dangerous in a world where business owners can be blindsided, disrupted, and undermined by technological breakthroughs, economic surprises, and political interference and opposition. More than ever before, then, its crucial that entrepreneurs have a systematic, efficient, and productive way of being alert, curious, resourceful, and responsive to all of those global changes that can directly impact their present confidence and future success.
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Taking advantage of abundance. My biggest intention for The 10x Matrix is that this thinking tool will enable a growing number of entrepreneurs to take increasing advantage of the forces of abundance in the world and to become increasingly immune to the forces of scarcity that are still trapping the attitudes and behavior of influential individuals in advanced economic societies. If youre interested in developing your own abundance advantages and continually expanding your personal and organizational immunity to scarcity influences, here are my initial strategies for proceeding. Start with the diagram. Take time at this point to read all of my descriptions of the diametrically opposed worldviews and behaviors of scarcity and abundance in the diagram at the right. When youre finished, come back to the eight abundance strategies listed below. 1. Everything 10x. Think about every aspect of your future entrepreneurial success in terms of 10x improvement, growth, and progress. 2. Everybodys attitudes and behavior. Use the concept of 10x as your basis for understanding the attitudes and behavior of everybody on the planet in the 21st century. 3. 10x creates abundance. Recognize that those who are positive about the idea of expanded 10x growth and progress in the world are on the side of abundance. 4. The scarcity trap. Also recognize that those who are turned off, who are threatened, by the idea of 10x greater success for themselves and others are trapped in an intellectual framework and behavioral structure thats controlled by the idea of scarcity. 5. Moores Law is the key. Make Moores Law, the 50-year-old prediction about the exponential evolution of the microchip, your fundamental key from now on to understanding every single issue of abundance and scarcity in the 21st-century world. 6. 10x accessible to billions. Recognize that 10x

The 10x Matrix


Scarcity
Worldview: Everything thats needed for future
survival and progress is getting scarce or running out. Nothing positive is getting bigger or better.

Understanding Global Struggle In A Growing World Of Unlimited Microchip Abundance

Abundance
Worldview: Everything important is getting
bigger and better as a result of capabilities that make things faster, easier, and cheaper.

Zero-Sum: There is only so much of

Exponentials: Microchip-based tools,

1 2 3

everything available in the world for everybody. If someone is doing well, its only at the expense of everyone else who is doing poorly.

1 2 3

systems, and networks create new areas of personal and general expansion in which the factors of growth continually multiply each other.

Depletion: All of the natural resources that


support life on the planet are being depleted, and there is no way they can be replaced. Shortages are increasing everywhere.

Ingenuity: There are increasing opportunities for more individuals to create new practical solutions and breakthroughs that become immediately useful for many others.

Unfairness: Resources, capabilities, and


opportunities are unfairly distributed among the global populationradical change is needed to redistribute everything on a fairer basis.

Opportunity: More and more individuals


have the ability to combine their capabilities with others in ways that continually make their futures bigger than their pasts.

Resentfulness
Behavior: Growing personal unhappiness and dissatisfaction with daily life on a planet where scarce necessities are increasingly controlled by a few.

Resourcefulness
Behavior: Increased excitement, skill, and
achievement based on the unpredictable combining of individual capabilities to create greater resources and opportunities for many others.

1 2 3

Envy: Continual self-comparison with the better


situations and results of others and resulting anger at being deprived and disadvantaged.

Gratitude: A profound and permanent sense

1 2 3

of appreciation that the present and future global expansion offers unlimited support for personal self-empowerment and happiness.

Guilt: Increasing anger at oneself for benefiting


from the unequal distribution of scarce opportunities and results in the worldinability to be happy with personal progress and success.

Creativity: A growing ability to put things


together in unpredictable ways that introduce entirely new solutions and produce entirely new breakthroughs.

Indignation: Upset and outrage at the


inequalities and unfairness that increasingly exist between those who have too much and those who have too little.

Cooperation: Making ever-increasing use


of the unique capabilities of more and more creative individuals around the planetresulting in bigger and better overall results for everyone.

growth and progress are now potentially available for all seven billion individuals on the planet because Moores Law is now the single most influential thought that propels the expansion of economic resources, capabilities, and opportunities everywhere on the planet. 7. Daily growth and progress. Use The 10x Matrix on a daily basis to plan and implement the specific improvements to your own entrepreneurial performance and that of your entire entrepreneurial organization, and to positively influence everyone and everything involved in the forward progress of your company in the marketplace. 8. Lifetime thinking template. Use The 10x Matrix to judge the scarcity and abundance implications of all events, developments, and trends in the world around youand do this for the rest of your life. The 10x Matrix can serve as a fundamental intellectual and creative breakthrough for entrepreneurs throughout the world. It represents an analytical and decisionmaking framework and process that is more useful for increasing entrepreneurial clarity, confidence, and capability in an unpredictably changing world than any other approach. The biggest opposition to The 10x Matrix, obviously, will always come from those who are intellectually, emotionally, and psychologicallyand economically and politicallyinvested in the worldview and behaviors of scarcity that are described down the left column of the diagram. For example, there are many highly intelligent individuals with advanced educations whose entire framework for understanding life on the planet is based on the restricted and impoverished conditions that defined virtually the entire history of humanity prior to the invention of the microchip and the articulation of Moores Law in the 1960s. Scarcity-minded power and control. These scarcityminded individuals still retain great influence and control in many areas of human activity around the world. Right

now, they are communicating and acting in ways that show a growing level of resentfulness toward all of the progress experienced in the abundance sectors of human society. In spite of this opposition, Im convinced that the forces of abundance in the world are increasing at an accelerating rate. At the cutting edge of how abundance can become a reality for the entire planet is the work of entrepreneurs with 10x ambitions and capabilities. Therefore, the more that already ambitious, talented, and successful entrepreneurs can master The 10x Matrix as their fundamental approach to thinking about all areas of their life, the faster abundance will also expand into the lives of everyone else on the planet throughout the 21st century. Individual awareness and distinctions. All progress in life, both at the individual and organizational level, starts with awareness and intellectual distinctions. Therefore, the daily use of The 10x Matrix to strengthen an abundance worldview and behaviors of resourcefulness is absolutely crucial to your feeling total support in your 10x improvements and progress, both individually and organizationally. Since the 1960s, the exponential growth of microtechnologygoverned by Moores Lawhas greatly simplified how individuals with an entrepreneurial mindset can approach their daily interests and pursuits over an entire lifetime. The exponential forces of abundance make it increasingly easier to see 10x growth as the normal, easiest, and most sensible way to approach individual and organizational life on a planet that is increasingly characterized by greater connected ingenuity and expanded entrepreneurial opportunity. This is the simple choice, then, as we go forward: Commit yourself totally to abundance in all areas of your life, and everything that supports your growth and success will automatically begin to multiply. Probably the most surprising development about the expanding world of abundance in the 21st century is

The 10x Thinker


that it most richly rewards those individuals who are increasingly grateful for every aspect of the extraordinary world thats being created around them. Scarcity-minded individuals lack gratitude. Conversely, one of the defining features of life in the scarcity worldview is a complete absence of gratitude for all the extraordinary progress that is making human life so much bigger and better around the world. More than two billion individuals now have daily use of microchip-based tools, systems, and networks in the form of cell phones, computers, and access to the practically infinite universe of resources and capabilities provided on the Internet. The current two billion users compares with the fewer than one million microchipempowered individuals in 1980a three-decade increase of 200,000%. To give a rough idea of how much technological multipliersbased on Moores Lawwill increase human abundance over the next 25 years, here is a comparison: If the entire abundance of the Internet today is equal to the size of a golf ball, by 2040, its multiplier resources, capabilities, and opportunities will be equal to the size of the sun. Greater individual and organizational capabilities are being miniaturized and packed into each new version of microchip tools. A cell phone today that can be purchased for $300 has features included in its basic capabilites that, if purchased separately at the time they were first introduced, would be worth almost a million dollars. According to Moores Law, these better versions of existing capabilites, and entirely new ones, are continually introduced every 18 months. Although much of the global expansion of individuals and collective abundance seems to be technological in nature, the most powerful underlying factor is human aspiration. Our lives are becoming more abundant because so many human beings are continually transforming their attitudes and behavior to make abundance more accessible and possible.
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At the end of the 19th century, American psychologist William James was already remarking on the extraordinary intellectual and emotional transformation that was making life so much bigger and better for millions of human beings. He said, The greatest discovery of my generation is that a human being can alter his life by altering his attitudes of mind. Almost a century later, Carver Mead, a colleague and friend of Gordon Moore, reflected on why the prophecy of Moores Law was being fulfilled in every field of human activity: [Moores Law] is really about peoples belief system, its not a law of physics, its about human belief, and when people believe in something, theyll put energy behind it to make it come to pass. Apple Inc. is now the worlds most highly valued corporationbigger than energy giant Exxon Mobil. But in 1997, just before Steve Jobs returned as CEO, the company was on life support, practically bankrupt. Probably one of the most significant factors in the upswing in Apples success over the past decade was Mr. Jobss understanding that billions of human beings now envision bigger and better futures for themselves and will increasingly love the personal technologies that connect them to global abundance. There is no question that we are all living, collectively, within a world of exponentially expanding abundance. But its now entirely up to each individual on the planet to reject or accept this opportunity. Even as things become incomparably better, its obvious that those who are scarcity-minded will continue to see everything getting worse. The 10x Matrix is a tool that enables all entrepreneursthe leading creators of abundance for everyone elseto make every single part of their own businesses and lives increasingly resourceful.

2: The 10x Entrepreneur


The Business Crossover From Commoditized Isolation To Multiplier Expansion.
Within the worldview of abundance and the emphasis on increased resourcefulness that Ive diagrammed and described in The 10x Matrix, I can now lay out a daily conceptual foundation for specific abundance-based entrepreneurial improvement, growth, and progress. The diagram at the right, The 10x Entrepreneur, shows how business owners and their teams can continually develop and expand their abundance-based attitudes and behavior in relation to every kind of daily business event and situation. Again, this 10x Entrepreneur framework takes into account that all entrepreneurial enterprises operate almost 100 percent in real time, with virtually no time or inclination for academic analysis or theoretical speculation. Measurable goals must be continually visualized, pursued, and achieved. Dangers to survival must be quickly faced and eliminated. Opportunities for breakthroughs in productivity and profitability must be captured. And existing resources, capabilities, and strengths need to be maximized. Entrepreneurial success and failure always occur out in the open, measured by unforgiving standards, for all to see, with no hiding places behind the scenes. Having stated this, however, it cannot be overemphasized how extraordinarily supportive and promising the 21stcentury world is for entrepreneurial success. Compared with the opportunities that were available for multiplier growth just 20 years ago, entrepreneurs today have resources and capabilities that were unimaginable back then. There were only a few unusually futuristic, innovative, and self-assured entrepreneurs in 1990 who could think of their daily performance within a framework of the expanding abundance and ever-increasing resourcefulness that are described in The 10x Matrix diagram. Now, not only can millions of entrepreneurs see 10x growth and progress as normal, but billions of other human beings who are being propelled by entrepreneurial
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invention, innovation, and enterprise can as well. The 10x Entrepreneur diagram provides a single conceptual checklist of 12 contrasting distinctions that enable entrepreneurs to increasingly think, decide, plan, organize, and implement strategies and initiatives that automatically lead to 10x improvements of growth and progress. In spite of the worldwide explosion of abundancegenerating resources, capabilities, and opportunities that have flooded the entrepreneurial universe in just the past ten years, great numbers of entrepreneurs are paralyzed in their present thinking by a language of scarcity that is the foundation of virtually every industry and profession in the world economy. This scarcity-based language also controls academia, including business schools, cultural sectors, the news media, and the entire political spectrum. I have identified 12 words in particular that, taken together as an integrated logic, make it very difficult for even ambitious, successful, and talented entrepreneurs to think about their past, present, and future in terms of abundance-based resourcefulness. On the other hand, I have also identified 12 other words that I call the language of abundance. Taken together and continually related to each other, these abundancebased distinctions also form a complete logic system that supports entrepreneurs to think and act in ways that increasingly create 10x improvements, achievements, and results. Simply by substituting the 12 abundance distinctions for the 12 scarcity terms, there is an immediate acceleration of entrepreneurial clarity, confidence, and capability in every area of daily business life. At this point, take some time to read each of the contrasting distinctions between the 12 scarcity terms and the 12 abundance terms on the 10x Entrepreneur diagram. Each of these contrasts between left and right is intellectually, emotionally, and psychologically powerful on its own. As you proceed from top to bottom, you will begin to experience a dramatic separation between the world of scarcity, defined by the left-hand distinctions, and the world of abundance that is defined by the righthand distinctions.

The 10x Entrepreneur


Scarcity Costs: Expenditures of resources that are, at best,
a necessary evil to be minimized or avoided.

The Business Crossover From Commoditized Isolation To Multiplier Expansion

Abundance

1 2 3 4 5 6 7 8 9 10 11 12

1 2 3 4 5 6 7 8 9 10 11 12

Investments: Combining resources and capabilities in ways that continually create higher value.

Incremental: Additive improvements and


progress that happen slowly with increased effort.

Exponential: Improvements, progress, and


achievements that continually multiply one another.

Transactions: Sales that are increasingly


depersonalized, devalued, and commoditized.

Transformations: Economic cooperation


that multiplies everyones resources and results.

Industry/Profession: Specializations that


are controlled by existing knowledge and practices.

Market/Network: Systems of expanding


cooperation that multiply everyones capabilities.

Clients/Customers: Self-interested individuals


who seek the greatest value at the lowest cost.

Multipliers: Independent individuals who are


motivated to create a future bigger than their present.

Products/Services: Packaged commoditized


solutions that continually lose their value.

Value Creation Process: Transforming


complexities into simplicities and multipliers.

Employees: Dependent individuals who want


increased rewards without being more useful.

Unique Ability Teamwork: A system

of utilizing and multiplying everyones best talents.

Security: Protection against the loss of crucial


financial resources for the longest possible time.

Opportunity: Continual transformation of


existing capabilities to create bigger possibilities.

Status: Personal position of superior advantages


and connections in a world of limited opportunities.

Contribution: Using ones capabilities to


multiply the capabilities of others for their own sake.

Lifestyle: Personal world of relationships,


interests, and pursuits completely separate from work.

Freedom: Increasing capability to grow without


restrictions, limitations, obstacles, or barriers.

Management: Controlling the time and


activities of others within predictable structures.

Leadership: Enabling others to visualize bigger


futures, motivating them to achieve those futures.

Retirement: Being taken out of the activities


and opportunities that produced financial resources.

Purpose: Lifetime growth of motivating rewards


for uniquely multiplying the futures of other people.

Commoditized isolation. Once youre familiar with the overall logical framework, it becomes easy to understand why many entrepreneurs today are still experiencing scarcity in a world of increasing abundance. The term I use to describe trying to operate a business with a scarcity-based logic in the 21st century is commoditized isolation. Let me explain this briefly. Because every industry and profession in the world today is experiencing the impact of microchip-based tools and systems that make all existing products and services cheaper, those business owners whose thinking is trapped by scarcity-based language and logic are unable to anticipate and protect themselves from the accelerating process of technology-generated commoditization. As a result, they feel increasingly isolated inside their own sense of confusion, uncertainty, and decreasing capability. From working effectively and productively with more than 15,000 entrepreneurs over the past four decades, its become clear to me that there is only one way to escape permanently from the paralyzing trap of commoditized isolation in the 21st century: Have all entrepreneurs in the world completely replace the language and logic of scarcity in their thinking with the incredibly more powerful and positive language and logic of abundance. The crossover from each of the 12 scarcity distinctions to its contrasting abundance distinction shows how this can begin to happen immediately for any entrepreneur in the world who chooses to permanently escape from a sense of confusion, isolation, and powerlessness to a new world of multiplier expansion where there is a permanent acceleration of entrepreneurial clarity, confidence, and capability. Lets look at four ways this crossover can begin right away. 1. Read the distinctions every day. Many businesspeople in the world today, both entrepreneurial and corporate, have a scarcity worldview because their brains are habitually trained to think in terms of scarcity-based language and logic. Every time you read the 12 con-

trasting distinctions on The 10x Entrepreneur diagram, you will be freed up from scarcity in significant ways and correspondingly freed up to expand the abundancebased resources, capabilities, and opportunities in your business. 2. Continually reinforce abundance language. In the course of business each day, both within your organization and out in the marketplace, there will be numerous times when scarcity-based language and logic is used. Each time a scarcity term is used, stop and substitute the abundance term in your thinking and conversation. Within your organization, this can be done overtly, combined with a discussion of why the substitution is so important. In the outside world, it may be the case that you merely do this in your head. But, wherever possible, point out how the use of abundance-based language and logic is always the only positive way to move things forward. Virtually everyone in the business world today operates unconsciously within the logic system of scarcity. No one who wants to be successful has a conscious commitment to making things less valuable, more limited, and harder to achieve. By making the distinctions between a scarcity worldview and an abundance worldview clear for everyone you encounter, you will be contributing greatly to their ability to access their own abundance and resourcefulness. 3. Use the logic to build the organization. Build your individual capabilities and organization on the integrated daily use of abundance-based language and logic. For example, thinking of and talking about all expenditures as investments leads to an organizational mindset of multipliers and expansion rather than the minimalist, defensive mindset of avoiding and cutting costs. Eliminating the use of clients or customers in favor of describing everyone who pays you money in the marketplace as multipliers immediately gears all efforts in your organization toward creating greater value and expanding your usefulness to the outside world. And these improvements occur in increasingly innovative

The 10x Thinker


and profitable ways. A third brief example here is to stop calling the people who work for your organization employees but rather crucial members of what we at Strategic Coach call Unique Ability Teamwork. On a personal note, I never talk in terms of my entrepreneurial lifestyle, but rather in terms of continually deepening and expanding my individual freedom of time, money, relationship, and purpose in all areas of my life. As far as retirement goes, this has never been part of my thinking. Ive made a habit of thinking only in terms of the continual lifetime growth of my ability to help other people multiply their futures. 4. Continual abundance transformation. If you remove the language and logic of scarcity, very quickly you will also free your organization from the limitations of scarcity. As this occurs, every activity and situation will be filled with everyone thinking, talking, and acting in accordance with an abundance-based logic. Things will start to expand without specific planning, and multipliers will start to accumulate almost without deliberate design or effort. Everything in life is controlled by our overall logic, and our logic is controlled by the language we use to think everything through. Scarcity and abundance are both their own selfcontained worlds. The way we choose to live in one or the other, scarcity or abundance, starts with and is continually reinforced by the language we use. Choose the language, choose the logic, choose the world. My goal with both The 10x Matrix and The 10x Entrepreneur frameworks is to provide you with a permanent way to accelerate your entrepreneurial growth, progress, and achievement within a world of expanding global abundance. My intention is that this abundancebased capability should grow continually in terms of your own personal success and that of your team and organization. Each of these frameworks is simply a one-page diagram that shows the contrast between two totally different ways of creating and experiencing the future. My thinking here is that a world increasingly accelerated by unpredictable technological change seems to be ever more complex and confusing in thousands of different external situations. Therefore, the solution for each of us has to be internal, at the level of our fundamental choices and thoughts, and it has to be permanently simple. I believe that on a planet-wide basis, we are experiencing a great divide between scarcity and abundance and that each individual must make a permanent decision to cross over from an old way of uncertainty, fear, and limitation to a new way of ever-increasing clarity, confidence, and capability. The 10x Matrix and The 10x Entrepreneur are tools for thinking and action. The more you study them, the more supportive developments, trends, and patterns you will see in your entrepreneurial arena for the rest of your life. The more you use these tools as the basis for entrepreneurial planning, communication, and implementation, the more improvements you will experience in all areas of your business and life. The whole world changed suddenly and permanently half a century ago with the invention of the microchip, followed by Gordon Moores prediction about its future evolution. For the first time, after an entire history of deep and endless scarcity, it became possible for increasing numbers of individual human beings to break out of their limited circumstances. The microchip and Moores Law are transforming the world in every conceivable way. 10x thinking and action is now not only possible, but actually the most sensible way to approach our individual and organizational futures. But it requires that we draw sharp distinctions between the factors of scarcity and abundance. The 10x Matrix and 10x Entrepreneur frameworks offer a permanent basis for making the distinctions, drawing the creative conclusions, and producing all of the multiplier improvements.

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Website: www.strategiccoach.com

More than ever before, then, its crucial that entrepreneurs have a systematic, efficient, and productive way of being alert, curious, resourceful, and responsive to all of those global changes that can directly impact their present confidence and future success.
For more information about Strategic Coach:

Dan Sullivan

1.800.387.3206
Toll-Free From The UK: 0800 051 6413 www.strategiccoach.com

TM & 2012. The Strategic Coach Inc. All rights reserved. No part of this work may be reproduced in any form, or by any means whatsoever, without written permission from The Strategic Coach Inc. Made in Canada. July 2012.

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