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This article is an excerpt from the Shortform book guide to "The 10X Rule" by Grant Cardone. Shortform has the world's best summaries and analyses of books you should be reading.

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What is the relationship between Google and 10X thinking? How does Google represent 10X thinking?

At Google, 10X thinking is a natural part of their business model. In particular, they approach the issue of acquiring customers with 10X in mind.

Read more about Google, 10X thinking, and the issue customer acquisition versus customer satisfaction.

Google: 10X Thinking for Increasing Customers

Most companies focus on customer satisfaction instead of on increasing their customers. Customer satisfaction refers to the extent to which your product or service meets customer expectations after they buy it. It’s important to customer loyalty, and it’s usually measured through customer surveys.

But many companies do too little to get customers in the first place. They don’t do enough to draw attention to their products, and salespeople often don’t even ask the customer to buy (mystery shopper surveys show this repeatedly). The reason businesses fail is usually that they have too few customers, rather than having a poor product. Google is a good example of a company that avoided this pitfall.

Companies fixated on customer satisfaction worry about hurting their brand with aggressive sales efforts, or with generating complaints. But as noted above, most companies actually are under-aggressive. Further, while you can’t totally prevent complaints, you can use them as opportunities to communicate with customers.

When you put 10X levels of effort into acquiring new customers, the satisfaction issue tends to take care of itself.

How to Increase Customers

Companies like Google use 10X thinking. Google has been highly successful because customer acquisition is their first priority—for instance, Starbucks attracts customers by making it easy and convenient to buy coffee. In fact, companies that truly deliver the greatest customer satisfaction don’t talk about service; growth in customers is their way of doing business.

You can’t satisfy a customer until you create a customer. Cardone focuses on 10X efforts, like Google uses, to acquire customers. Then, they overdeliver to retain customers.

Some ways to increase your number of customers are:

  • Be aggressive: If you don’t go all out to get attention, your product won’t be noticed. You need to attract investors, supporters, and customers (the latter requires earning their business and closing deals).
  • Put your priorities in the right order: acquisition, loyalty, referrals, more acquisition.
  1. Work at 10X levels to acquire customers with a product you’ve put 10X effort into creating.
  2. During the acquisition process, impress customers with your people and product. 
  3. Build loyalty through marketing, support, and generating additional purchases.
  • Survey non-customers (those who considered your product but didn’t buy it). Ask about their experience with your processes, for example:
    • How long were you in the store or on the website?
    • Did anyone offer to demonstrate the product or answer questions?
    • Did anyone show you additional products? 
    • Did a salesperson make a proposal or ask you to buy? 
    • Were you greeted by a manager?

When you put customer acquisition first, the other necessary steps—product development, process improvement, and promotion—fall into place, all of which enhance customer satisfaction.

Google, 10X Thinking, and Customer Acquisition

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Like what you just read? Read the rest of the world's best book summary and analysis of Grant Cardone's "The 10X Rule" at Shortform.

Here's what you'll find in our full The 10X Rule summary:

  • How to set goals that are 10 times bigger than average
  • How to use extraordinary thinking to achieve extraordinary results
  • The 3 myths that will sabotage your chances of success if you let them

Rina Shah

An avid reader for as long as she can remember, Rina’s love for books began with The Boxcar Children. Her penchant for always having a book nearby has never faded, though her reading tastes have since evolved. Rina reads around 100 books every year, with a fairly even split between fiction and non-fiction. Her favorite genres are memoirs, public health, and locked room mysteries. As an attorney, Rina can’t help analyzing and deconstructing arguments in any book she reads.

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