"Customer satisfaction is the wrong target. Increasing customers is the right target. You can't satisfy a customer you don't have." — Grant Cardone
This might be the most controversial post in this series.
Every MBA book tells you: "The Customer is King." "Focus on Quality." "Make them Happy."
In Part 8 of The 10X Rule series, Grant Cardone says this is bad advice for a growing company. He argues that Customer Satisfaction is Overrated. Why? Because most businesses fail not because they have angry customers, but because they have NO customers.
1. Detailed Analysis: Acquisition First, Satisfaction Later
Imagine you open a restaurant. You spend 6 months perfecting the recipe (Satisfaction). You open the doors, and... nobody comes.
Grant Cardone says: "Get the customer first. Worry about making them happy second."
• Acquisition is Offense (Scoring goals).
• Satisfaction is Defense (Preventing returns).
You cannot win a game just by playing defense. You need to score points. You need to acquire users aggressively, even if your product isn't perfect yet.
2. Brands That "Fail" Satisfaction but Win
Think about the biggest companies on earth.
The Google/Facebook Paradox
Have you ever tried to call Facebook Customer Support? It doesn't exist.
Have you ever tried to call Google? Good luck.
These companies have low personal satisfaction (no human touch), but they have Massive Dominance. They focused on getting 3 Billion users (Acquisition) rather than holding the hand of every single user.
Lesson: If you wait until you can perfectly serve everyone, you will never grow.
3. Speed > Smiles
What is "Good Service" in 2026?
It is not a polite manager asking "How are you?"
It is Speed.
• If I message you, I want a reply in 5 minutes.
• If I order, I want delivery in 10 minutes (Blinkit).
People will forgive a slightly imperfect product, but they will not forgive slowness. The best way to satisfy a customer today is to be fast.
4. Real-Life Examples (Indian Context)
The Jio Strategy (Growth First)
When Jio launched in 2016, the call quality was bad. Calls dropped constantly. Satisfaction was low.
But Mukesh Ambani didn't stop. He focused on Acquisition (Free Data). He acquired 100 Million users in record time.
Once he had the users (Acquisition), he fixed the towers (Satisfaction). If he had waited for "Perfect Network" to launch, Airtel would still be winning.
The Street Food Vendor vs. The Empty Cafe
• Empty Cafe: Has AC, polite waiters, perfect ambiance. But zero customers. (Focused on Satisfaction).
• Busy Street Vendor: Crowded, noisy, you have to stand. But the food is hot and fast. (Focused on Volume/Acquisition).
The vendor makes more money. Don't build a 5-star experience for 0 people. Build a 3-star experience for 10,000 people.
5. Beware the "Feedback Loop"
Small business owners love surveys. "How can we improve?"
This is a trap. It makes you focus on the 1% who are complaining, rather than the 99% of the market who don't know you exist.
The 10X Rule:
Spend 90% of your energy getting New People in the door.
Spend 10% of your energy fixing problems for existing people.
If you don't have new blood coming in, your business is dying.
Key Takeaways
- Acquisition is King: You can't satisfy a ghost. Get the customer first.
- Imperfect Action: Launch before you are ready. Sell before you are perfect.
- Speed Kills: Speed is the highest form of customer service. Be faster than everyone else.
- Dominance: Market dominance solves most satisfaction problems. When you are the only option (Google), people will use you anyway.
Frequently Asked Questions (FAQ)
Q1: Should I ignore customer complaints?
A: No. Fix them fast. But don't let fear of complaints stop you from selling aggressively. Complaints are a sign of activity. Silence is a sign of death.
Q2: Does this apply to Luxury Brands?
A: Luxury brands (Rolls Royce) rely on exclusivity, so satisfaction is key. But for 99% of businesses (Mass Market), volume and visibility are the main drivers of wealth.
Q3: How do I balance both?
A: Over-deliver on Quantity of outreach. Over-deliver on Speed of service. This combination usually keeps customers happy enough while you grow.
Up next: Part 9 – The 10X Summary (The Ultimate Checklist).
📚 Credit & Disclaimer:
This post is a summary based on the bestseller "The 10X Rule" by Grant Cardone. Content is for educational purposes only.
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