Success is messy. Most business books try to polish that mess into a ten-step program that fits on a postcard, but Grant Cardone’s Whatever It Takes book—officially titled Be Obsessed or Be Average—takes a hammer to that idea. Honestly, it’s not for everyone. If you’re looking for a gentle nudge or a work-life balance manifesto, you’re going to hate this.
Cardone is polarizing. That’s a fact. But whether you love the 10X lifestyle or think it’s a recipe for burnout, there is something deeply resonant about the "Whatever It Takes" philosophy in a market that feels increasingly crowded and noisy. People search for this book because they’ve hit a wall. They’re tired of being "average" and they want permission to go all in.
The Core Obsession: Breaking the "Average" Trap
Most people are terrified of being called obsessed. We’re taught from a young age to "take it easy" or "don't overdo it." Cardone argues that this is essentially a slow-motion death sentence for your ambitions. In the Whatever It Takes book, he leans into the idea that obsession isn't a disease; it’s a gift. It's the only way to actually move the needle when the odds are stacked against you.
Think about it.
When was the last time someone changed the world by being "reasonable"? Never.
The book isn't just about working long hours. It's about a total psychological shift. You stop looking for excuses and start looking for ways to execute. Cardone shares his own story of being broke, drug-addicted, and lost at 25. He didn't find "balance" to get out of that hole. He found obsession. He decided he was going to do whatever it took to become a master of sales and real estate.
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Why the Whatever It Takes Book Frustrates Critics
Critics often point to the lack of "nuance" in Cardone’s approach. And they’re kinda right. The book doesn't spend a lot of time talking about mental health days or the importance of hobbies. It focuses almost exclusively on growth, scaling, and market dominance.
Some call it toxic.
Others call it the only honest business book they’ve ever read.
The reality lies somewhere in the middle. The "Whatever It Takes" mindset is a tool. Like a chainsaw, it’s incredibly effective at clearing brush, but if you don't know when to turn it off, you might cut something you didn't mean to. However, for the entrepreneur who has been sitting on an idea for three years and hasn't made a move, this book is the kick in the pants they actually need.
The Difference Between Busy and Productive
One of the biggest misconceptions about this philosophy is that it’s just about "grinding."
It’s not.
Being busy is a trap. Cardone emphasizes that you need to be busy doing the right things. If you’re spending 12 hours a day color-coding your spreadsheet but you haven't made a single sales call, you aren't doing "whatever it takes." You're hiding.
- Real obsession means facing the tasks you hate the most.
- It means calling the lead who already told you "no" three times.
- It means staying late not because you have to, but because you’re so close to a breakthrough that you can't imagine sleeping.
How to Apply the Whatever It Takes Mentality Without Burning Out
Let's get real for a second. You can't run at 100mph forever without a pit stop. Even Cardone has a family and a personal life, though his version of it looks different than most. The secret to longevity in this mindset is alignment.
If your "Whatever It Takes" energy is directed at a goal you don't actually care about, you'll burn out in six months. But if you’re chasing something that genuinely lights you up? That’s fuel. It’s the difference between pushing a car uphill and driving one down a mountain.
Audit Your Circle
You can't do whatever it takes if you're surrounded by people who keep telling you to slow down. The book is very clear about this: your environment dictates your output. If your friends spend their weekends complaining about their bosses and waiting for Friday, their "average" mindset will eventually rub off on you.
It sounds harsh. It is harsh.
But if you want to reach the top 1%, you can't take advice from the 99% who have never been there. You need to find a tribe that views "obsession" as a prerequisite for entry, not a red flag.
The Role of Fear in the Whatever It Takes Book
Cardone has this famous take on fear: it's a sign that you're heading in the right direction.
In the Whatever It Takes book, he explains that if you aren't scared, your goals are too small. Fear is basically a GPS coordinate for growth. Most people feel fear and stop. They think, "Oh, this is a sign I shouldn't do this." Cardone suggests the opposite. He says you should run toward the things that scare you because that’s where the least amount of competition is.
Everybody is competing for the "safe" stuff.
Almost nobody is competing for the "terrifying" stuff.
Actionable Steps to Move Beyond Average
Stop reading and start doing. That’s the ultimate message. If you’ve been looking for a sign to finally launch that project or demand that promotion, this is it. But don't just "try." Trying is for people who expect to fail.
Define your "Obsession" clearly. Write down exactly what you want. Not a vague "I want to be rich" goal, but a specific number, a specific role, or a specific impact. If it doesn't make you a little nervous to say it out loud, it’s too small.
Kill the excuses immediately. Next time you say "I don't have time" or "The market is bad," catch yourself. Those are lies you tell yourself to feel better about staying comfortable. Replace them with "I haven't prioritized this yet" and "I need to find a new way to win in this market."
Ignore the "Naysayers" (even the well-meaning ones). People will try to pull you back to average because your ambition makes them feel uncomfortable about their own lack of progress. Keep your head down. Let your results do the talking.
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Commit to the "Whatever It Takes" schedule. This doesn't mean no sleep. It means no wasted time. Audit your day. How many hours are spent on "distraction" (scrolling, TV, pointless meetings) versus "production"? Shift the ratio.
The Whatever It Takes book isn't a manual for a comfortable life. It’s a blueprint for a remarkable one. If you’re ready to stop apologizing for your ambition and start owning your potential, the "average" life is officially over.