Last week we brought our Platinum Mastermind community together for two days at our Pump Up Scale Deep Dive.

One of my favourite sessions was run by Tracy around a concept from Dan Sullivan and Benjamin Hardy's book 10x Is Easier Than 2x.

At first, it sounds ridiculous.

How could 10x possibly be easier than 2x?

But the more you understand the idea, the more sense it makes.

Most of us set strategy by standing where we are today and looking forward. We look at the farm we have, the team we have, the machinery, land, debt and resources we have.

Then we ask...

"How do we make this a bit better?"

How do we grow revenue by 10%? How do we buy the next property? How do we run another 500 cows or crop another 1,000 hectares?

The problem is, when you start with the business you have today, your thinking is constrained by the business you have today.

You get an improved version of the same business.

That's 2x thinking.

10x thinking flips the telescope around.

Help Me Build My 10x Future

Instead of standing in today's business and looking forward, we asked our members to set a goal big enough to feel both inspiring and almost unachievable.

A genuine BHAG (Big Hairy Audacious Goal).

Then mentally travel forward to that future, turn around and look back at the business you're running today.

From there, the questions change.

What would have to be true for us to get there?

What would we stop doing? What would we need to become exceptional at? What would my role need to become?

Who would we need around us? Who do I need to become?

Suddenly, some of the things consuming your time today look completely irrelevant.

That's the magic of 10x thinking.

A 2x goal lets you keep doing most of what you're already doing and simply asks you to do more of it. A 10x goal is too big for that.

It forces you to think differently.

And this is where it becomes strategy.

Strategy isn't about taking everything you're currently doing and making it slightly better.

Strategy is deciding what you're NOT going to do.

It's identifying the handful of things that could genuinely move you towards the future you're trying to create, and having the courage to let go of the rest.

But there was another important part of Tracy's session.

10x isn't just about your farm business.

What would 10x look like for your health? Your marriage? Your relationship with your kids?
Your friendships? Your holidays? Your experiences? Your time?

Because there's not much point building a 10x business if the cost is a 0.5x life.

The business is only one part of the picture.

So here's something worth thinking about this week.

Forget what's possible from where you're standing today for a moment. Imagine it's ten years from now and you've created a business and life that's beyond what you currently think is possible.

Really picture it.

Now turn around and look back at the business and life you're living today.

What suddenly looks obvious that needs to change?

That's where strategy starts.

And if that exercise leaves you excited about where you could take your business and life, but unsure how to bridge the gap between where you are and where you want to be, that's exactly the work we do with our members.

Our final Platinum Mastermind intake starts 1 October 2026, and we only have a few places remaining.

If you're interested in being coached and supported to achieve your goals, build the business you want and create more profit, more control and more freedom in your life, book a Discovery Call with one of our coaches today.

Let's get clear on where you want to go, then work backwards to what needs to change next.

👉 Help Me Build My 10x Future

Regards
Sam Johnsson
CEO, Farm Owners Academy

P.S. – Ten years from now, will you be running the business your BHAG demanded, or wondering what could have been different? Your next step starts with one conversation - book your Discovery Call today.