Grant-Cardone

The 10X Rule is Grant Cardone's signature business philosophy — and the title of his most widely read book — which argues that you should set goals ten times larger than you think necessary and take ten times more action than seems reasonable to reach them. The concept is so central to his identity that nearly every company he has founded carries the name: 10X Studios, 10X Health System, and his annual conference 10X Growth Con all stem from it.

Grant Cardone is married to Elena Cardone, a businesswoman and author who frequently co-hosts content and appears at Cardone events. Elena has built her own platform around the idea of creating a strong family 'empire' alongside an entrepreneurial partner, and the couple have two daughters together.

Yes — in 2021 the SEC charged Cardone Capital and Grant Cardone personally with making false and misleading statements to investors, including misrepresentations about fees being charged on certain funds. Cardone Capital settled the matter without admitting or denying the findings and paid a financial penalty. The case drew heavy attention because a large number of retail investors had money in his funds.

Yes, and he talks about it openly. Cardone has described his early twenties as a period of severe drug addiction that nearly destroyed his life, and he credits getting clean as the pivot point that allowed him to build his business empire. This backstory is a recurring thread in his motivational content and one reason his audience tends to view him as a credible rags-to-riches figure.

Cardone argues that a personal home is a liability rather than an asset because it consumes capital that could otherwise generate cash flow, and it does not put money in your pocket every month. He advocates investing instead in income-producing multifamily apartment buildings — which, not coincidentally, is exactly what his Cardone Capital fund acquires. The contrarian take has made him one of the most polarizing voices in the personal finance space.

According to his own bio, Cardone is CEO and founder of four main businesses: Cardone Capital (a real estate private equity fund with over five billion dollars in assets under management), 10X Studios (media and content production), 10X Health System (health optimization), and Cardone Ventures (business scaling and consulting). The companies share the 10X brand and are designed to cross-promote his training, investing, and media ecosystems.

Cardone Capital pools money from multiple investors to buy large multifamily apartment complexes that individual buyers could not typically afford on their own. Some offerings have been open to non-accredited investors, not just wealthy insiders, which is a key part of how Cardone markets the fund to his YouTube and social media audience. Investors receive distributions from rental income and a share of proceeds when properties are eventually sold.

Grant Cardone has written eight business books, with The 10X Rule being his best known. Other titles include 'Sell or Be Sold,' 'If You're Not First, You're Last,' and 'The Millionaire Booklet,' all built around themes of sales mastery, wealth accumulation, and aggressive goal-setting.

10X Growth Con is Grant Cardone's flagship annual conference, widely billed as one of the largest sales and entrepreneurship events in the United States and typically drawing tens of thousands of attendees over multiple days. The event features high-profile business speakers and is used to promote Cardone's books, training programs, and investment fund alongside live sales from the stage.

Grant Cardone was born and raised in Lake Charles, Louisiana. He later relocated to Miami, Florida, where Cardone Capital and the majority of his businesses are now headquartered, and where he owns significant real estate — a fitting base given that South Florida multifamily property is a core focus of his investment fund.