prolog

I'm not saying this to brag.
I just want to make it clear how I achieved success in life.
It's not because you developed some special product, had incredible timing, inherited wealth, or are smarter than everyone else.
It is only by accepting my obsession with success that I am who I am today.

--- p.23

After The 10x Rule was published, many people wrote to me.
“I’m trying to grow my business tenfold, but it’s really hard to stay consistent.” “I set a tenfold goal and tried to stick to it, but it was so overwhelming that my life became a complete mess.” That’s when I realized there was a missing piece to the puzzle.
It was the concept of obsession.
It takes a mindset of obsession to be able to apply the 10x rule to your life and business.
It was a puzzle piece missing from my obsession.

--- p.24

I will help you build your brand and business with the Law of Obsession.
And it will show you how to achieve incredible success despite all the adversity and competition.
Because obsession is the absolute key to success, above strategy, price, timing, competition, and people.
Obsession shows you the way to true personal, emotional, and financial freedom while maintaining complete control over your life.
When you stick with it like I do, you will be the best.
(…) People who are obsessed are the main players in the industry and the ones who shake up the game.
A titan, a game changer, a living legend whom others admire and emulate.
They don't let the world just flow by, they make it a place worth living in.

--- p.28

CHAPTER 01 Obsession Saved Me and Will Save You

Six months have passed.
I still haven't touched drugs.
My new life manifesto and obsession to quit drugs, rebuild my life, and achieve success were working.
I became a sales king at a car dealership.
He outperformed the employees who had worked at the store for several years.
People around me were curious about how I achieved such success and were curious about my 'secret'.
They thought quitting drugs was the secret.
Wrong! Of course, you can't achieve those results while using drugs.
But the secret isn't simply not doing drugs.
Many people who complete addiction treatment and quit drugs fail to build successful careers.
There was a separate ‘secret’.
The secret was to recapture the innocence and energy I had as a child and focus on success again, rather than clinging to terrible habits.
I didn't reject my obsession with success, I fully embraced it.

--- p.47

Success became my new drug.
Finally, I figured out how to channel my obsessive tendencies in a way that benefits me rather than harms me.
It was a major shift in mindset.
--- p.49

Obsession itself is not a flaw or character defect.
Obsession is a talent! The next time someone dismisses obsession as a disease, a problem, or a deviant behavior, tell them this.
“It’s not difficult at all.
“Obsession is my talent.”
--- p.51

It doesn't matter now if you obsess over things that don't produce any greatness in life.
The most important thing now is to realize that you have the ability to be obsessed.
Being obsessed with something means you have the power to do great things.
Obsession saves you from a culture that seeks averageness (more on this in the next chapter).
Now all you have to do is master this monster of obsession and redirect its energy in a positive and constructive way.
Don't suppress or reduce your obsession, use it.
Change the direction of your obsession.

--- p.53

CHAPTER 02 Obsession Is Your Only Choice

Obsessed people accept that they are solely responsible for their success.
It's up to you to be content with little things.
If you settle for little things and end up failing, people may feel sympathy for you and offer you a shoulder to cry on.
But no one will devote their whole heart or provide financial support to help you if you fail.

--- p.60

For me, success is becoming great in many areas.
It will be the same for you too.
I am not satisfied with simply becoming rich.
I want everything: health, wealth, family, love, leisure, spirituality, community, etc.
And I want time to enjoy all of this.
Why settle for one color when you can have a rainbow? Realizing your full potential—that's my definition of success.
I am constantly discovering new things about my potential.

--- p.62

Keep discovering what you can do.
Then, as time passes, the potential grows and reveals itself.
I always underestimated my potential.
I still hope that I have greater potential than I think I have.
I have already achieved more than 100 times what I thought I could.
But I know that I haven't reached my full potential yet.
And I'm obsessed with figuring out what my maximum potential is.
(…) There is a thought that I have kept in my heart.
It is the belief that I have the ability to do incredible things.
Even when I was living at the bottom, I believed my potential was greater than my accomplishments.
Even now, I feel like I could do more, and at the same time, I feel a compulsive urge to do so.
To be honest, I don't remember much of my past successes.
I always focus on what I can accomplish in the future.

--- p.63~64

My happiest moments are when I am striving to reach my full potential.
Closing a huge deal, solving a difficult problem, networking with big names, and accomplishing something you once doubted was possible makes me happier than ever.
At times like that, I become a more caring father, a thoughtful husband, a loving friend, a trustworthy boss, and a more capable member of society.
It's about becoming a better me.

--- p.64~65

Come on, admit it.
You want everything.
And you deserve to enjoy it all.
You can achieve more.
You deserve tremendous success.
This success is so immense that it cannot be broken, lost, diminished, or taken away.
Some people say that we should be content with less than we can achieve.
They say that because they are trying to rationalize their decision to be content with little.
To be honest, they are not satisfied, they are giving up.

--- p.66~67

How can you encourage others to achieve their dreams if you can't make your own? It can't be! End the epidemic of averageness.

--- p.71

Stand up and claim greatness as your right.
No matter how much someone loves and cares for you, they don't have your dreams.
Your dreams belong only to you.
Those dreams make you unique.

--- p.78

There is no such thing as a light obsession, a part-time obsession.
If you want to be a leader in your field, give up the idea that it's okay to be a little obsessed.
Thoughts like, “Be obsessed sometimes,” “Be obsessed only on weekends,” or “Be obsessed from 8 a.m. to 5 p.m.” are illusions.
There is no sense of balance in an obsessed person, someone who is obsessed with doing something great.

--- p.80

CHAPTER 03 What to Obsess Over

The goal is the holy grail of obsessed people.
I think purpose is the reason why someone does something or why a person or thing exists.
Purpose is the fuel that ignites obsession and the 'reason' for all action and existence.
As you move toward your goal, start thinking big.
Then you have to think bigger, and then you have to think even bigger.
Actually, just because I started down the path of obsession while working in car sales, it doesn't mean I loved the job.
That wasn't my dream job.
I didn't feel any passion for it.
For the first two years I started selling cars, I hated it.
But I was obsessed with becoming great at sales and eventually I fell in love with my job.

--- p.86~87

The goals of obsessive people are not achievable activities.
The goal we are talking about here is success, which is currently difficult to achieve.
It refers to the work of constantly moving oneself forward and creating a powerful future.

--- p.97

Write down your goals every day.
Use this exercise to think about where you are going and why.
To create the future you want, write it down.
Successful people do that.
--- p.100~101

CHAPTER 04 Feed the Beast

No one needs to tell me how difficult, improbable, and even dangerous my goals are.
I know everything too.
But I will continue to pursue my goals.
Because it's more painful not to do it.
It's better to try hard and fall short of expectations than to not even try at all.

--- p.108

Go to sleep and wake up focused on your goals.
Write down your goals every morning and read them every night.
Do this until the goal becomes a part of you.
When you become one with your goal, everything around you will seem like a means to achieve it.
The moment you stop this training, you will fall into a cycle of aimless repetition.
Remember that your goals are constantly growing and changing.
The goals I wrote down today will probably not be written down for five years to come.
Keep your focus on the future, not the past.
What will you create? Can you do something never before achieved? Look ahead and ignore the rearview mirror.
Feeding the beast will allow you to continue to focus on discovering your future and potential.

--- p.109~110

Most people are taught not to talk about money.
So, naturally, you don't earn much money and you worry about money your whole life.
I am bold and unwavering in my commitment to creating a stable, secure, and unbreakable economy.
I make it clear that I want to make a lot of money for my family, my employees, and my customers.

--- p.115

I treat every company I run as a product I put on the market.

--- p.117

CHAPTER 05 Starve Your Doubts to Death

People will fuel your doubts by saying that your crazy, all-in mentality is the problem.
But this mentality of yours is not a problem at all.
The problem is doubt.
Doubt is the most dangerous and insidious mental terrorism on this planet.
Doubt harms people, organizations, marriages, and dreams.

--- p.129

I was obsessed with success, they were obsessed with their problems.
It took me a long time to realize this.
Finally, I realized that I shouldn't solve problems with problems.
Problems must be solved successfully.
Nowadays, I only get advice and help from people who are better than me.
There's a saying that goes, "If you're the most successful person in the room, you're in the wrong room."
I believe this.

--- p.132

As it turns out, I wasn't suffering from burnout.
As I reaffirmed my purpose, I immediately felt renewed energy and excitement.
(…) If you know your purpose clearly, you will never burn out.

--- p.138

People are hungry for vacation.
Because I believe that 'rest' will recharge me.
But ultimately, the only way to recharge is to re-focus on your purpose.
That's why many successful people don't see work as work.
Meanwhile, I believe that free time is one of the biggest threats to success.
Let me just say one thing.
“If you want to meet the devil, leave a white space on your calendar.”
--- p.139

The very concept of work-life balance is absurd.
I don't try to balance work and life.
Rather, we try to make it as biased as possible to one side.
People often think that if you become completely obsessed with being great and a winner, you have to compromise and give up something.
I think I might have to give up time with my family, exercise, hobbies, religious practices, reading, etc.
Wrong! Obsession isn't about sacrificing or compromising what's important.
If you are obsessed, you can have everything: health, faith, family, career, money, etc.
There is no need to even ask the question, “Would you rather have money or health?”
“You can have both” is the only correct answer.

--- p.142

To be persistently obsessed, you must be prepared to deal with people who criticize, envy, and, in extreme cases, sow doubt.
I would call such people 'critics and opponents'.
There are two types of people around anyone who wants to be successful.
In fact, the more success you achieve, the more detractors and opponents you will have.
--- p.143~144

The best way to overcome opposition is to keep achieving your goals over and over again until they can no longer believe in you.

--- p.150~151

Are there no critics around you? If so, you're not obsessed.
If you don't gather your critics, you're doing nothing.
If you have no critics, it means you are not a threat to anyone.
Are you looking for proof that you're on the right track to success? It's the critics surrounding you.
--- p.159

The ultimate revenge against detractors and opponents is a tremendous success.

--- p.166

CHAPTER 06 To Win, Dominate

Most people misunderstand what I mean by 'dominance'.
They thought this concept would win the competition.
But true mastery, true obsession, begins with mastering oneself.

--- p.170

Don't manage time, create it.
Then you will have time to do everything.

--- p.177

Don't be offended by people who talk about money.
Rather, avoid people who don't talk about money.
And beware of people who can't make money, spend all their money, or can't pay for food.
You can't learn anything from a miser who squeezes every penny out of his pocket, even down to a quarter.
It is not true that you need capital to make money.
It takes courage to make money.
This is the truth.
Eighty percent of today's millionaires are self-made.
They didn't inherit money or start out with capital.

--- p.182~183

Don't be a spectator in making money.
Go into the stadium and try to score.
There is an unimaginable amount of money on this planet, but most people have very little.
The reason they don't have money is because they believe there is a shortage of money in this world.
Or because they believe they don't deserve to be rich or that it's difficult to make money.
“Money is everywhere.” That’s my attitude towards money.
Everyone has money.
So people are willing to pay if they receive good service and get what they asked for (and more).
My slogan is this.
“Who has my money?”
--- p.183~184

Stay engaged in the game.
And feed your obsession with dominating your sphere (even multiple spheres).
Then you will be able to accomplish more than you ever dreamed of.
--- p.190

CHAPTER 07 Get Dangerous

Taking risks is the only way to reduce risk.
(…) You have to be obsessed with becoming the most dangerous person in your field to be safe.
This is the only way to ensure your safety.
Unless you are a dangerous person, you are not a threat to anyone.

--- p.198

Do you want to be the biggest fish in the smallest pond? That will kill your ambition.
That's why I believe that the risk of moving away from home is worth it.
There is no progress if you stay where you are now.
There is no opportunity in the safe zone.
To pursue my goals and reach my full potential, I had to step out of my comfort zone and explore the unknown.
When you do this, your obsession with achieving your goals will reawaken.
And I become a dangerous person.
Because no one knows where I'll go next!
--- p.201

Making money these days requires guts and courage.
Are you hesitant to invest in yourself? Then don't expect your customers to invest in you.
Take risks and invest your money in the market.

--- p.210

I act like I know what I'm doing, like I'm incredibly successful.
Even if it isn't yet, act as if it is.
--- p.212

No one who has made a great contribution to this planet has ever rested on their laurels.

--- p.217

Fear is not a signal to stay still.
It's a signal that we need to take action.
Most of my career has been filled with fear.
When I don't feel fear, I start to worry that I'm not taking on new challenges.

--- p.217

CHAPTER 08 Obsess over sales

Sales is more than just important to your company.
Sales is the lifeblood of a business and everything it does.
If a company cannot continue to generate new revenue, it will inevitably go down the path of decline.
The fate of a business does not depend on manufacturing, research, or ideas.
It depends on sales.

--- p.225

Numbers don't lie.
But people lie.

--- p.235

It doesn't matter whether you conduct your sales meetings via video, phone, or in person.
The important thing is to do it every day.
If you expect your employees to be as obsessed with sales and new revenue as you are, you need to meet with them every day and feed their vision.
Even if you work alone, you should have sales meetings every day.
Even if you are the only one attending the meeting.

--- p.238

CHAPTER 09 Promise too much and deliver more

The problem wasn't the price, the offer, the product, or the service.
The problem was that no grand claims were made.
Once I realized this, everything became possible.

--- p.247

I am an ethical person.
Therefore, if I make a promise that is too ambitious, I have an obligation to keep it no matter what happens.

--- p.248

Making grand claims isn't unethical, as long as you can prove them.
It is unethical to have a good product but not promote it properly.
It is a sin, especially if you have an excellent product that could improve people's lives, but you fail to attract people's attention.

--- p.250

Aren't you already the greatest being in the world? Then you must become one.
Your competitors should turn pale when they see you and not even dare to mention your name.

--- p.251

Obsess over being the best.
Then, even if you make a promise that is too unreasonable, it is not bragging.
Because that's true.
Any legitimate company makes promises and keeps them.
If you can keep it, it's not about exaggerating.
Nobody wants to be ordinary.
No one values ​​the ordinary.
No one stops at the ordinary or exchanges money and time for the ordinary.
If you don't make unreasonable promises, you and your employees will never give your customers much.
If you don't push yourself to achieve high levels of performance, you'll never know how great you are or how much your company can grow.

--- p.252~253

If others say they won't do it, I will tell my customers that I will do it, no matter what it is.
If others say it will take a long time, I will do it right now.
Don't do what everyone else is doing.
Do what others don't do.
Suggest what others don't suggest.
Break the mold and create a new game.

--- p.270~271

What I sold wasn't just cars.
I sold myself.

--- p.272

CHAPTER 10 Build an Obsessed Team

Ask any great businessman how he made his business successful.
You will hear words of praise given to the great people you work with.
In short, to be the best, you need to surround yourself with the best people.

--- p.278

Your employees are your capabilities.

--- p.286

Anyone who is obsessed with growing their business knows that they need to hire employees constantly, not just when times are good or when they need employees.

--- p.290

I have to constantly hire people to find the right people for my company.
More importantly, if you want to get rid of people you don't like, you have to keep hiring.

--- p.301

I give bonuses to employees who bring bonuses to the company.
When I contribute to the world, I also receive something from the world.
--- p.307

If you want great employees, you must first be a great person and set an example.
You have to be great before your employees can be great.
If you want your employees to be obsessed, you have to be obsessed first.

--- p.312~313

CHAPTER 11 Become a Control Freak

It doesn't matter whether it's leadership or control.
What I'm interested in is whether I have the ability to decide, predict, and produce results.
If you look around, there are many people who call themselves leaders without any control over the situation.

--- p.320~321

If you refuse to control yourself, someone else will control you.

--- p.323

Many people believe they have no control over their circumstances, children, finances, time, or outcomes.
Psychoanalysis has been incredibly hot for the past 20 years, and the feeling that you have no control over yourself may be an epidemic born from this fervor.
But that's a story far from mine.
I don't allow my lack of control to interfere with the most important things in life.
I'm obsessed with avoiding that problem.
If you think I'm a control freak, then call me that.
From ensuring my family's safety to managing my finances, I want to be in control of everything!
--- p.326

Whether it's making sales calls, caring for a four-year-old, or handling a gun, I want to have control over all my skills in various areas.
Because only then can you lead all areas of life.
I don't have to be the smartest person in my field.
You don't have to be the right person.
But the situation must be controlled.
People who think that they need to be smart to be good at leadership or control are the real problem.
It doesn't matter whether you're smart or right.

--- p.327

CHAPTER 12: Stick to Persistence
An obsessed person refuses to give up.
People who achieve great success don't just overcome failure.
They used failure as fuel for their persistence.

--- p.337

Potential customers may say “no,” and investors may laugh at you and chase you away.
Banks won't meet you, employers can fire you, take away your hopes, and even steal from you.
Your family and friends might think you're crazy.
You may get into debt.
There may be situations where you have to endure the feeling that everything you have is being drained.
You will be underpaid, overworked, and exhausted.
You may feel like you have to give up to find an oasis.

But that's not the case.
An obsessed person goes all the way.
What's the difference between success and failure? Successful people stay on the field when others give up and leave.
Do you know how many professional sports games see a last-minute comeback to secure victory? They never give up.
Even if they are losing, they are always ready to run onto the field from the bench and once they are on the field, they run like a champion.
--- p.338~339

At this time, the 'moment of miracle' arrives.
When you think you've overcome all limits and then you overcome them again, miracles happen.
At that moment, the situation changes in an instant.

A person who is completely obsessed will persist in situations that seem unbearable.
Be obsessed with developing perseverance into a powerful weapon, a great asset.
Because if you keep moving forward, no matter how harsh the adversity or how impossible it may seem, success is guaranteed.
When ordinary people don't keep moving forward, you have to step forward.
If you give up in the middle, you'll have to start over anyway.
Remember this and never back down.

--- p.345

It's better to fall down and try than to never try because you want to do it perfectly the first time (which won't happen).
Keep going persistently.
Then one day it will be perfect.
Then continue with even greater persistence.
Then, what you previously thought was perfect will seem like a joke.
Obsession is a cycle.

--- p.349

CHAPTER 13 Obsess Forever

The secret to staying obsessed is simple.
Focus all your efforts solely on what consistently fuels your obsession.
And ignore, eliminate, and block anything that drains your energy and causes you to doubt yourself.
Be responsible for the things you care about.
Remember that it is more valuable to invest attention than to invest money.
Money, power, fame, and success all follow attention.
So what gets the most attention grows.
Money, power, fame, and success are like jealous lovers.
They demand constant attention and will leave you if you don't give them attention.
If you can grow something like this, it's worth the time investment.
But remember, time is the only resource we have that can never be renewed.
Therefore, how you invest your time is more important than your money.

--- p.355

I hope you continue to obsess over discovering your greater potential.
I hope that I will not let go of this obsession until the very end of my life.

--- p.359