In 2016, entrepreneur, author, and motivational speaker Grant Cardone crystallized his approach to achievement in the succinct and provocative declaration, “Be obsessed or be average.” This powerful phrase, also the title of one of his best-selling books, perfectly encapsulates Cardone’s relentless advocacy for extreme dedication and persistent action as essential elements to extraordinary success. Nearly a decade later, in 2025, this principle continues to hold tremendous relevance, particularly within a rapidly shifting business landscape where mere competence or moderate enthusiasm rarely suffice for sustained achievement.

Grant Cardone’s philosophy is shaped significantly by his own journey, which he frequently shares in vivid detail to inspire others. Cardone overcame early setbacks, including struggles with addiction and significant financial hardships, by committing himself obsessively to personal growth, sales mastery, and entrepreneurial ventures. Today, he is recognized as a real estate titan with a multibillion-dollar portfolio, a highly successful sales trainer, and an influential media figure with millions of followers worldwide. His life story serves as a powerful illustration of his core message: that success demands not casual involvement but profound, and even obsessive, dedication.

The concept of obsession as articulated by Cardone challenges conventional wisdom, which often promotes work-life balance and moderation. Cardone counters this conventional advice, arguing vigorously that greatness in any endeavor — whether business, athletics, arts, or innovation — requires an intensity and level of commitment that the average person might perceive as excessive or even irrational. 

According to Cardone, “obsession” is not negative; rather, it signifies clarity of purpose and a fierce drive to achieve one’s goals. He maintains that society wrongly stigmatizes obsession, advocating instead that embracing this trait can be the differentiating factor between extraordinary and merely ordinary outcomes.

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In 2025, this is more relevant than ever. The rise of artificial intelligence (AI) has effectively democratized building on the internet. And there are more social media networks than ever that allow people to potentially earn full-time incomes from creating content online.  With increasing market volatility, rising competition, and ongoing technological disruption, businesses that demonstrate only average effort frequently fall behind or disappear altogether. 

A vivid example is the evolving landscape of AI, where the intensity of competition among tech giants and startups alike demands obsessive dedication. Companies unwilling or unable to commit fully to innovation are rapidly overtaken by competitors willing to relentlessly push boundaries and invest heavily in emerging technologies.

Additionally, a notable current example is the fierce competition within the automotive sector, particularly the race to dominate electric vehicles (EVs). Companies like Tesla, driven by Elon Musk’s legendary obsessive focus, illustrate Cardone’s principle vividly. Musk’s unwavering pursuit of groundbreaking technology and aggressive market expansion exemplifies precisely the kind of obsession Cardone champions. Meanwhile, more traditional automotive giants and less dedicated startups struggle to maintain relevance.

As businesses and entrepreneurs navigate increasingly turbulent economic and competitive environments, Cardone’s bold challenge to “be obsessed or be average” resonates profoundly. The reality of contemporary success stories, from tech startups to multinational corporations, demonstrates clearly that average effort rarely yields lasting results. Cardone’s message serves as both inspiration and a sobering call to action for those aspiring to significant achievement. Ultimately, his provocative catchphrase remains a powerful reminder that extraordinary success demands extraordinary effort, passion, and obsession — qualities as essential today as when he declared them nearly a decade ago.