In a world where financial independence and success stories are widely shared and often idealized, certain voices cut through with a blunt, uncompromising message. Grant Cardone, entrepreneur, real estate investor, and author, has built his reputation on straightforward advice aimed at those aspiring to rise above average. His statement that “in order to become the 1% you must do what the other 99% won’t” encapsulates both his personal philosophy and the strategy he has consistently advocated throughout his career.

What Cardone Means By the “99%”

At its core, the statement emphasizes that extraordinary results require extraordinary actions. The “1%” in Cardone’s framing represents not just wealth, but also influence, financial freedom, and the ability to create opportunities others cannot. 

In this framing, the “99%” refers to the majority who, in his view, follow conventional paths — working predictable hours, avoiding risk, and maintaining comfort over ambition. By urging people to do what “others won’t,” Cardone is highlighting the importance of sacrifice, persistence, and a willingness to push beyond limitations as necessary components for exceptional success.

How Cardone’s Career Informs the Message

Cardone’s perspective does not exist in isolation, and his own story is often presented as evidence of his philosophy in practice. Starting with limited means and overcoming personal struggles, he went on to build a multi-billion-dollar real estate empire and a global brand. His success has been tied not only to investments, but also to his aggressive approach to business growth, sales training, and personal development programs. For Cardone, the path to financial freedom has been paved not with shortcuts, but with an outsized level of effort and risk tolerance compared to the norm.

Why Cardone’s Voice Resonates

Cardone’s message resonates because it aligns with broader themes in American entrepreneurship: meritocracy, individual drive, and the belief that unconventional effort can create extraordinary outcomes. His credibility stems from both tangible results — measured in his real estate portfolio and business ventures — and his relentless consistency in teaching the same core principles. While some critics view his style as overly aggressive, even polarizing, the persistence of his message has made him a trusted figure for many seeking actionable, results-oriented advice.

The Risk-Reward Connection to Markets and Success

Of course, the idea that success requires going beyond the ordinary is not new. It echoes lessons from investors, entrepreneurs, and leaders across generations, all of whom stress that discipline and willingness to endure discomfort separate long-term winners from the average. In financial markets, this principle mirrors the necessity of patience, contrarian thinking, and the ability to withstand volatility — qualities that often distinguish those who accumulate wealth from those who simply maintain it.

Whether in real estate, equities, or entrepreneurship, Cardone’s assertion holds enduring relevance. Markets reward risk-takers who are disciplined and forward-looking, just as life rewards those willing to sacrifice short-term comfort for long-term gain. His reminder that the path to the “1%” is paved with choices others are unwilling to make serves as both a challenge and a roadmap, reinforcing the timeless principle that extraordinary success is rarely achieved through ordinary means.