I showed up at the 10X Home Services bootcamp bright-eyed and ready to 10X my business. I’d paid $500 (plus airfare) for the privilege, so of course I arrived early – I’m an entrepreneur who “invests in myself,” as Grant Cardone likes to say. Visions of private jets and mansions danced in my head as I sipped the free coffee. Little did I know I was about to get 10X more sales pitches than actual business advice.
Flashy lifestyle imagery was everywhere, but real value was hard to find.
Overpriced Hype from the Start
The event promised actionable insights on things like hiring, finances, and scaling up. Instead, right away, a swarm of Cardone sales reps greeted me – all in matching polos, prowling with clipboards. The real agenda became clear within minutes: we were all being pushed to buy a $40,000 “advanced” workshop in another city. Yes, I paid $500 to be there, and we were still hit with a $40K upsell before the first session even began.
To pump us up for the pitch, they blasted loud music and bragged about past attendees who paid big money for the next level. Meanwhile, the event itself started over 30 minutes late. When Cardone’s partner Brandon Dawson finally took the stage, it felt less like a workshop and more like an infomercial.
Underqualified Speakers, Recycled Content
Brandon introduced a parade of speakers who hadn’t built huge businesses. The “bootcamp” content was basically generic fluff. One speaker – Cardone’s marketing head – gave tips so basic you could find them on Google. Much of the material was literally recycled from Cardone’s own videos and podcasts. By noon on Day 1, I hadn’t heard a single concrete strategy. It was obvious they held back real insights for those who paid more.
The $40K Upsell Pressure Cooker
After lunch, the hard sell went into overdrive. They trotted out “successful clients” to gush about how Cardone Ventures changed their lives… after those folks spent tens of thousands on upsells. One business owner announced he’d dropped $40,000 on the next workshop and another $125,000 on an even bigger package. Each testimonial implied that if we were serious, we should spend big like they did.
It was pure psychological manipulation aimed at vulnerable entrepreneurs. You got a red sticker on your badge if you signed up for the $40K program. If you didn’t, you got swarmed by reps at every break asking why not. The FOMO pressure was unreal.
By midway through Day 2, I’d had enough. The morning was more of the same hype with zero substance. I slipped out early, relieved to escape with only a $500 lesson instead of a $40,000 mistake.
High-Risk Real Estate Gospel
One dangerous aspect of Cardone’s advice is his real estate gospel. He urges people to take on massive debt to buy big apartment deals – basically leveraging to the hilt. Sure, debt can amplify gains, but it also amplifies risk (he tends to gloss over that). In fact, Cardone has been sued by investors who say he misled them with promises of 15% yearly returns that never materialized. Article here> therealdeal.com – The SEC even warned him about those exaggerations.
He doesn’t highlight how his investment funds are set up to benefit him above all. One complaint revealed he’d buy a property himself, then have his fund (filled with investor money) purchase it from him while he acted as the bank at a 6% interest rate. In plain English, his investors were paying him interest on a deal he already owned. None of that was mentioned at the bootcamp, of course. Instead, we got a rosy “anyone can do this” pitch.
The truth is, this all-in, debt-heavy approach can be financially ruinous if things go south. If a deal goes bad, guess who still gets paid? Not you – it’s the guy at the top. Cardone’s high-leverage strategy might work out for him, but it could be a disaster for a small business owner or amateur investor.
Cult Tactics and Controversies
The longer I sat in that room, the more it felt like a cult gathering rather than a business conference. There was a strong us-vs-them vibe, group chants of “10X,” and an almost religious reverence for the man on stage. (No surprise – Cardone is a Scientologist, and the high-pressure, insular atmosphere had a similar feel.) They even tried to spin Cardone’s online training as a humanitarian gesture, offering 30 days free during COVID as a “public service” (with a paid program after). Article Here> scientologymoneyproject.com.
And speaking of COVID, consider Cardone’s own track record. In 2020 he reportedly laid off over 80 employees via mass email with no notice – then bragged that those workers couldn’t sue him because the courts were closed scientologymoneyproject.com. None of these ugly details were mentioned on stage.
Don’t Fall for the Guru Grift
Walking away from the 10X event, I felt angry – but also wiser. If you’re a small business owner seeking guidance, think twice about big-talking “gurus.” Grant Cardone is a prime example: a master showman who sells the dream but delivers a high-pressure sales pitch.
Your money and time are better spent on legitimate resources. If you want to learn real estate, skip the rah-rah seminar and read what actual experts have to say. Pick up a book like The Peebles Path to Real Estate Wealth by Don Peebles – a self-made billionaire who advocates sensible, steady strategies (start small, do your homework, build gradually)barnesandnoble.com. It’s the polar opposite of Cardone’s approach – and it costs about $20, not $20,000.
For general business growth, seek out mentors or entrepreneur groups, or find educational content from people with proven success (not just proven ability to sell tickets). You don’t need a $40K seminar to get educated. And protect your mental health – don’t let a millionaire on a stage make you feel like you’re failing just because you haven’t “10X’d” your life yet. Real growth takes time and strategic effort, not just slogans.
Final Warning: Beware the Kool-Aid
At the end of the day, guru culture is big business – for the gurus. They know how to trigger FOMO and play on insecurities. Cardone’s empire is built on selling a lifestyle and mindset, but behind the scenes, his tactics range from questionable to predatory. If a seminar feels more like a pitch (or a revival meeting) than an actual learning experience, that’s a red flag.
Before you hand over your hard-earned cash to any “business influencer,” remember: if someone truly had a foolproof formula to 10X your business, they wouldn’t need to charge you thousands for it.
The best person to 10X your business is you. There’s no expensive bootcamp shortcut for learning the fundamentals, making smart decisions, and putting in the work. Invest in yourself – but do it wisely. Be skeptical of easy answers and high-pressure pitches. And whenever a guru urges you to “bet big” on them, think about who’s really winning. Don’t drink the 10X Kool-Aid – your wallet (and your sanity) will thank you.
