It is Easier to Grow Your Biz 10X vs 2X Artwork

Holistic Millionaire Podcast

Welcome to the Holistic Millionaire Podcast, a podcast for world-changing holistic professionals who are eager to expand and create more impact. Have you successfully hit 6-7 figures in your spiritual business, but want to scale to a million dollars and beyond, on your own terms? If that sounds like you, then this is the show for you. I’m Shelley Riutta, Holistic Business Coach, Psychotherapist, and Futurist who started my own holistic practice scaling it to a million dollars and now myself and my team support Holistic Coaches, Healers, Therapists and Entrepreneurs who want to do the same. On the show we’ll dive deep into your mindset around money at this level, Sacred Selling skills, and how you can scale your business using a signature program. We’ll give you the roadmap for scaling your team with repeatable systems so you can run efficiently without sacrificing your time and freedoms. Expect to be inspired by fearless feminine leaders who are already walking this path. You’re not alone on your journey to changing the world. Listen in and join our community of female world-changing holistic professionals and step into your power as a Holistic Millionaire.

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Holistic Millionaire Podcast

It is Easier to Grow Your Biz 10X vs 2X

June 23, 2025 • Shelley Riutta • Episode 101

In this episode of the Holistic Millionaire Podcast, Shelley Riutta shares insights from the transformative book 10x Is Easier Than 2x by Dan Sullivan and Dr. Benjamin Hardy—and why this approach is a game-changer for holistic entrepreneurs. Shelley blends her own soulful perspective with key takeaways from the book, showing how growing your business doesn’t mean working harder, but shifting how you work entirely.

She also shares personal updates, including her Holistic CEO week, and recent travels that brought intuitive downloads and expansion. Shelley’s message is clear: your next-level success isn’t about adding more. It’s about radical focus, staying in your genius, and becoming the version of yourself who can hold that expansion with joy and alignment.

Key Points From This Episode:

Why 10x growth requires less, not more—and what to release now
The mindset shift that will help you operate from vision, not circumstances
How to access time freedom through deep work and creative space
A powerful way to step into your next-level identity using 20 adjectives
Why aligning with your genius zone is the only sustainable way to scale

Links Mentioned in Today’s Episode:

Shelley Riutta on Instagram

Rise of the Holistic Millionaire Facebook Group

Holistic Business School Website

Holistic Millionaire Podcast

Transcripts are auto-generated.

Shelley Riutta (00:00.834)

Welcome back to the Holistic Millionaire Podcast. So excited to connect with you and I have missed you. We have probably had one of the biggest times where I haven't recorded a podcast episode. There's been just so much shifting and upleveling and expansion going on here at the Holistic Business School. So I'm so excited to dive in and to share what we're doing here, but also just share to help you move forward here.

Today we're going to be talking about a book that we are reading in the visionary builder program and it's called 10x is easier than 2x and it's written by Dan Sullivan and Dr. Benjamin Hardy. This is a book that I was hearing about again and again. It's a book that I had read years ago but it just got back on the radar. This is a book oftentimes that people rave about. is

a big shifter for people, a big mindset shifter. So what I'm going to do is kind of go over, do like a review of the book, but just kind of give my own twist, my own perspective on it as I'm doing the review. And before I dive in, I wanted to just give the update with what are we doing over here in the Holistic Business School.

So you know our mission is to help you scale to a million dollars joyfully and sustainably. So I have been doing research, I've been doing roadmaps, a 20K roadmap to help you hit 20K, $20,000 a month consistently. And then I'm also doing $100,000 a month roadmap to hit that consistently. So I've been working on the curriculum for that.

I'm doing lots of, you know, reflection time. I added in a holistic CEO week and I started that in May. I took the entire last week of the month off, which was amazing and life changing. And really, and the reason I did it is as I think of us growing to, you know, growing our business to 10 million, I

Shelley Riutta (02:21.666)

You know, we're growing our business to 10 million joyfully and sustainably. And so I thought, what is a way that I could, you know, shift my schedule around? So I feel that spaciousness and you know, that time to really look at what we're doing next. You know, do the curriculum that, you know, I'm adding into the holistic business school and just have that time to create. So taking that week off was.

just so amazing. So we've been in business. We're in 15, you know, June 10th was our anniversary for 15 years. So it feels so amazing that to take that time off. I've also been traveling, which really just is so inspiring. We were in San Antonio. Patrick was his teacher was doing a workshop, his Tai Chi teacher.

And so we had gone there last year. So this is our second year going there, going there. And it was amazing. We stayed at the same hotel. We stayed at the river walk and it was just so amazing. And so I'm adding, you know, the travel is always such a big thing for me. I'm heading to New Orleans this weekend and that is for a training fly out on Saturday. And then I'm going to the training Sunday and then on Monday and then.

So I'm super excited. I've never been to New Orleans, but I'm getting intuitively as I'm going there that it's obviously the information I'm going for and the shift in transformation with that. But it's actually energetically, you know, being in New Orleans, there's something about being there that is important. So I'm super excited to kind of feel what that's going to feel like.

Trying to think there's one, there's another thing that I've, here's the other thing that we've added in. We talked in previous episodes about, you we talked about the five identities of growing and scaling your holistic business to the next level, the holistic professional, the holistic entrepreneur, the holistic CEO, the holistic millionaire, the holistic mystic. And we are adding in the holistic.

Shelley Riutta (04:42.19)

creator and this is bringing me so much joy. This week in the Holistic Business School, Tuesday through Friday, we're meeting for an hour in the morning and this is content creation. And so I am doing a little bit of teaching and training at the beginning of the session, but then everyone, you know, I play music and everyone is working on their content. People, you know, we're

having people share their content, and then I'm doing a review of the content from the previous day. So I just love being in that space. I love working on things together, co-working together, and also seeing the beautiful creativity that everyone is tapping into, the vulnerability that people are tapping into, the alignment that everyone is tapping into. So I'm super jazzed about that.

And so I'll be sharing more about that in the podcast as well, but I wanted to, yeah, just share cause it's on my mind because we're doing it this week. So let's dive into 10 X is easier than two X. And the big idea in the book is that going 10 X in your business isn't about working harder. It's about working differently and with far more clarity and purpose.

And it says 10 X growth is easier than two, two X growth because it requires you to be radically focused. And I just want to share something as holistic professionals, you know, just like I was saying, the holistic creator, you know, that identity. You are all creative, right? You probably have a new, just like me, you probably have a new amazing idea every 15 minutes. So it's so easy to get scattered.

So this is about doing radical focus. It's also letting go of what no longer aligns. That's a big part of going 10x. The other thing is operating from this. This is this. This is when I was teaching about it today in visionary builder, I was saying that this sentence multiple times, so I'll say it multiple times here too.

Shelley Riutta (07:02.602)

operating from your, when you're going 10x instead of 2x, you are operating from your vision and not your circumstances. Say it with me here. You're going to operate moving forward after listening to this podcast. I want you to operate from your vision and not your circumstances. How many of you are operating from your circumstances and not your vision?

It totally shifts everything. When I'm coaching our clients, oftentimes, and this happened this week when I was coaching one of our clients, always have, we talk about the big vision. Where are you going? What is the highest division that you have for your holistic business? The reason that I do that is that you want to orient your decisions.

in your plan from the highest division. A lot of times people are like in the day to day doing stuff in their business and then they're trying to create big leaps and expansion, but it's from the wrong perspective. operating from your vision and not your circumstances is the key to going 10 X in your business.

So the next concept, first, or actually the first concept is 10X requires clarity of purpose. You must know exactly what you want. So that's the big thing, right? So here's a great question. This is the question I asked myself when I launched this business 15 years ago is if anything were possible, what would you like to do? What would you like to create in your holistic business?

If there were no limitations, no barriers, what would really light you up?

Shelley Riutta (09:04.191)

And the next part of this is the 10x goal demands a transformational vision versus incremental improvement.

And then you want to ask your question, what would my 10, what would my business or life look like if it were 10 times more aligned, 10 times more impactful and 10 times more fulfilling? Isn't that amazing?

What would my business or life look like if it were 10 times more aligned, 10 times more impactful, and 10 times more fulfilling? Imagine that.

The second key concept is 80 % of what you're doing right now must go. So this is the big shocker for everyone, right? And it gets into the whole concept of what has got you to where you are is not going to get you to where you want to go next. So these are these core level shifts. So you must eliminate 80 % of what you're currently doing. What was?

fun about our visionary builder meeting is many of the women already had been doing this and they're like streamlined everything. I'm, you know, just running really streamlined. and now they're rebuilding their vision or going into a new version of their, their, their vision, which is amazing. It's a great place to be cause then you can do it from alignment.

Shelley Riutta (10:37.218)

The next thing is let go of clients, offers, habits, and even beliefs that are not part of your 10x future. So put everything through that filter and say, are these my 10x clients? Is this my 10x offer? Are these my 10x habits? And is this a 10x belief? And oftentimes if it's coming from your conditioned self, it is not a 10x belief.

The third key concept is focus on your unique genius. 10x success is built on going deep and not broad. Deep and not broad. What is your zone of genius? And that is where you're going to find your path to 10x. What is your zone of genius?

The next thing is delegating, eliminate or automate anything that is outside of your genius zone. So how can you do this? And they talked about every quarter, you know, just making a list. So this is great because we're coming to the end of a quarter now, starting a new quarter, but start to do a brain dump of every single thing you're doing during the day.

And then you want to look at each and everything and say, is this in my zone of genius? And if not, delegate it, eliminate or automate it. The beautiful time that we're living in right now is with AI. So much of these things can be streamlined. You know, you can share that share, you know, your VAs can do so much more using AI. You can do so much more in a shorter amount of time.

The fourth key concept is, and this is probably the most important one, and this is identity transformation. You must become the person who can achieve the 10x vision. Instead of asking, how can I do this? Ask, who do I need to become? Growth is about shifting your identity to match your vision. This is so over the 15 years of

Shelley Riutta (12:57.39)

coaching clients or actually it's been more than 15 years because I was doing it in my previous holistic business. This is probably the number one. So often people are wanting the big vision, wanting a different result, but they're refusing to change. They're just operating from the same identity, creating the same results and getting frustrated, right? These are core level shifts. Another favorite

way I love for there's a few different things that we do with our clients for identity transformation. But one of my favorite ones that's just really easy to do, I may have talked about it before in the podcast, but it's writing down 20 adjectives of who you want to be, how you want to operate. And then keeping that paper next to you.

You know, if you want to be bold, if you want to be a visionary, if you want to be a thought leader, you know, 20 adjectives that describe that next level identity of what you want to step into. And if you write those 20 adjectives, keep them next to you. And it's super easy throughout the day as you're making decisions or, you know, as you're working on a project, just look at those 20 adjectives and say to yourself, am I.

making a decision in alignment with this new identity, these new adjectives, or am I playing small? Am I not living in these adjectives? That has been super, super powerful.

Number five, time expansion through focus. This is the next concept. 10x achievers are time multipliers, not time managers. So how can you shift your mindset into a time multiplier? Focus time in your genius zone creates exponential results. So again, protecting your time. A lot of times holistic professionals are doing

Shelley Riutta (15:09.614)

everything under the sun, and then they're allotting maybe 10 % of their time in their zone of genius. Imagine reversing that where you're spending 90 % of your time in your zone of genius and 10 % in those activities that are not your zone of genius.

Shelley Riutta (15:31.704)

prioritize deep work, recovery, and creative space.

And that is why I took the holistic CEO week, you know, that spaciousness for me to do the deep work, to have that creative space, to do recovery where I could sleep, I could rest, I could walk. I think one of my days on during my holistic CEO week, I did nothing. You know, I mean, I went to the grocery store, I took a few walks. Like it really was just letting myself kind of float and

just relax and really do nothing. There was no agenda. I knew I was going to have some focused time the rest of the week, but having an entire week, you could do that for a whole day. And I knew that that spaciousness of just being was part of the journey that I needed to go on during the weeks. So prioritize deep work, recovery, and creative space.

And then there's a comparison between 2x growth and 10x growth. So I'm just going to go down the differentiators here. When you're 2x growth, you're adding more to your plate. You keep adding, adding, adding. 10x growth, you're multiplying your impact. When you're in a 2x growth mindset, you keep most of what's working, keeps most of what's working.

And then 10x growth is you're eliminating 80%. 10, 2x growth, you're focusing on improvement. And in 10x growth, you're focusing on transformation.

Shelley Riutta (17:23.008)

And then in 2x growth, you're operating from the past and the present. In 10x growth, you're operating from your orienting and operating from the future. In 2x growth, you're asking how. In 10x growth, you're asking who and why.

Shelley Riutta (17:44.694)

And then here's some more tips here. How can holistic professionals use 10X thinking, stop trying to scale everything and instead scale what is most aligned for you. Focus on your signature program. You know, and this is what we talk about in the podcast. This is the foundation in the holistic business school is having a foundational signature program to grow and scale your business.

Let go of scattered offers and over giving and lean into simplified soulful growth. Delegate admin work and stay in your zone of magic, healing, guiding, and leading. And here's some questions for reflection. What is my 10X vision for my business and my life? Number two, what activities, clients, or offers make up the 80 % I need to let go of?

Again, what activities, clients or offers make up the 80 % I need to let go of. Number three, what is my zone of genius and how can I spend more time there? Number four, who do I need to become to live my 10X future now? And number five, what is one bold decision I can make this week that aligns with my 10X vision?

Shelley Riutta (19:14.296)

So if you can think of, so I was coaching one of our clients today to say, what would it be like having your business bring in 300,000 every single month? What things would need to shift in the business for that expansion to happen? Where does the focused need to be? So when you're looking at 10X in the business, you have to do a complete reorientation of how you're growing the business.

And that is what allows for those leaps. The mindset of creating a business that has $300,000 months versus a $300,000 a year is a complete different orientation. And then adding in what we're teaching here is doing it joyfully and sustainably. How can it feel lighter, freer, more joyful?

because I cannot tell you how many of my colleagues blow up and grow a big business that they end up heating and then they dismantle it and start over. And that is why we are coaching you to stay aligned, right? That you don't have to do that, that you can grow it in a way that feels joyful, free, and expansive and in complete alignment.

I remember going to an event a few years ago that was in Denver. And the person that was conducting the event that I was attending was, you know, her business was expanding, blowing up, but I could, because I'm such an empath, I could feel energetically what was going on with her, what was going on with her team. And I was like,

that's not the journey that I want to be on. remember even sitting across from her and I think she was having PTSD. She wasn't actually in her body. She was in a dissociative state. And I'm like, this is not how we as women need to grow our businesses. So staying connected to your body, to your soul, right? Being mindful and checking in, you know, each stage and go.

Shelley Riutta (21:38.062)

How does this feel? There's like a hundred different ways that you can grow and scale your holistic business. Why not do it in a way that feels amazing to you? Right? So that's your homework is doing the reflection questions. What is your 10X vision for your business and your life? That's the key one that I want you to focus on. And if you have not joined us in the rise of the holistic millionaire, make sure to join us.

We have all of the amazing workshops that we do. I have some fun things planned in the next few months and I don't want you to miss it. If you're wanting to join us in the Holistic Business School and join us on this journey of scaling to multiple six figures, seven figures joyfully and sustainably, just go to our website, holisticbusinessschool.com.

and click on where it says programs and then there's a way that you can book a time to talk to someone on our team. So sending you big love and I hope you have an amazing rest of your day and I can't wait to see you on the next episode.