Grant Cardone is one of the most prominent entrepreneurs and business leaders of our time. From building a massive real estate portfolio to becoming a social media influencer with millions of followers, he has shown what it takes to create success from scratch time and time again.
In the new Discovery Channel series “Undercover Billionaire,” Grant took on yet another monumental challenge – building a $1 million business in just 90 days in the small town of Pueblo, Colorado. Without using his name, fame or fortune, he had to rely on grit, strategic thinking and creating partnerships.
I had the opportunity to speak one-on-one with Grant to get an inside look at his experience on the show. In our conversation, he opened up about the financial mindsets and negotiation tactics that paved the way for his victory. Grant also shared his keys to overcoming obstacles, the power of truly listening to people, and why real estate remains his favorite wealth-building vehicle.
Let’s dive in and explore some of Grant’s most valuable insights from Undercover Billionaire.
Flipping the Script on Money Mindsets
One of the first things Grant set out to do in Pueblo was to shake up limiting beliefs around money and entrepreneurship. As he put it:
“Everything you think you know about achieving the American dream is wrong. The middle class concepts, saving money, retirement, everything you know about money today has you trapped.”
Instead of playing it safe, Grant knew he needed to take risks and be willing to fail fast if he was going to build a seven-figure endeavor in a matter of months.
Early on, Grant made the strategic decision to open a checking account with only $100 so he could quickly build credibility and trust from scratch. He explains:
“I’m looking for assets, not income…I’m looking for 100 bucks or 500 bucks, I’m looking for assets.”
Grant emphasizes acquiring ownership that can compound over time rather than getting caught in the cycle of solely chasing income. For him, slow and steady doesn’t win the race – he wants to build assets that have the potential for enormous upside.
Case in point – on the show Grant was laser-focused on negotiating deals that would give him an equity percentage in blossoming local businesses. This determination to structure partnerships that offer long-term incentive is classic Cardone and sets him apart from those who play small ball.
The Art of the Deal: Leverage, Timing and Trust
Of course, in order to structure fruitful partnerships, Grant first needed to build connections and credibility within the Pueblo community.
He quickly learned that timing and leverage were pivotal to sealing deals:
“Your network is your net worth…every person that you can put together that‘s in business that‘s qualified that‘s doing great things is going to get you a little closer to the thing you want to do.”
Early on, Grant secured an investment from local entrepreneur Matt Smith who believed in Grant’s vision for a catalytic promotional campaign. By identifying partners interested in accelerating their growth, creative equity arrangements became possible.
Grant also emphasized emotional discipline as key in high-stakes negotiations:
"Use your brain, not your heart and your emotion, never get emotional in a business deal when it comes to negotiations, decisions, agreements."
This level-headed approach allowed him to consistently set ego aside, objectively assess scenarios and close deals that propelled his business forward.
For example, Grant scored a major $120,000 contract for a 90-day promotional partnership. He reflects:
"I just scored a $120,000 contract…that‘s 12 months at $10,000…I was wrong about the meeting…I was wrong about wasting my time to being right and closing a $120,000 contract."
This example reinforces being open-minded, avoiding quick judgments and persisting to uncover potential.
Grant also secured partial ownership in a local hotel deal by identifying expansion opportunities. In return for a capital infusion and his marketing expertise to boost occupancy rates, he negotiated a 30% stake in the venture.
Rather than extract value, Grant structures symbiotic deals allowing local partners to accelerate growth in exchange for shared financial upside.
The Power of Perseverance
Of course, the road to building a million-dollar venture didn’t come without its fair share of setbacks. From the possibility of having to leave town and start over to the daily rejection faced by his promotional street team, Grant embraced resilience. He credits the hard times for growth:
“If you can figure out how to be broke, not have a credit card, not have a name, nobody knows you, and you still figure out how to hustle…you got some serious 10x swag."
He stood as an example that circumstances don’t define your ability to succeed. Regardless of age or status, anyone can start from zero and end up thriving through focused effort.
Grant also emphasized emotional and physical self-care as antidotes to stress:
"If you do not take care of your mental space, if you do not take care of your physical space, you‘re not gonna make great decisions."
By checking in with himself, exercising and unplugging to gain clarity, he was able to repeatedly bounce back and manifest game-changing outcomes.
For example, when negotiations broke down for a promising $10 million commercial real estate purchase, Grant felt the pressure mounting. Rather than force the issue, he took a break to hit the gym and clear his mind.
Upon returning to discussions the next day, he approached them with calm assertiveness and an analytical perspective. This shift in energy allowed more collaborative dialogue to emerge. And shortly thereafter, Grant and his team ultimately structured a creative deal allowing them to move forward.
This emotional intelligence to pause amidst adversity allowed new possibilities to reveal themselves.
The Millionaire‘s Rocket Ship: Real Estate
While Grant amplified existing local businesses on Undercover Billionaire, make no mistake – real estate remains his rocket ship of choice for building sustainable wealth. Early in the show, he set his sights on a promising $10 million commercial property.
He broke down why it has been his ticket to realizing financial freedom:
“Real estate is the single fastest way to build assets in your lifetime, there‘s no faster way..Depreciation is the greatest wealth builder…you can write a check for two million dollars and get to write out 10 million dollars."
The combination of leveraged appreciation, tax advantages and forced savings by paying down mortgages gives savvy investors an amplified path to prosperity through rental properties and commercial developments.
For example, although Grant put down $700K on the $10M property, he will get to write off over $4M in depreciation against his income over years. This significant tax benefit alone can unlock seven-figures in wealth.
Delivering Value and Growth for Clients
While Grant faced setbacks, he remained laser focused on fulfilling promises made to new customers and fostering real relationships in Pueblo. He reflects:
“The Holy Grail of business is the follow-up consistency and follow-up is the key.”
Doing what you say you will do, again and again, builds authority and trust in the marketplace. Grant emphasized going above-and-beyond for clients early on so positive word-of-mouth would spread.
For example, when the local Chamber of Commerce hired Grant’s street team for a promotional campaign, he made sure to over-deliver. The team showed up early, stayed late and worked harder than the client expected.
Shortly thereafter, the Chamber referred Grant‘s business to other groups in town – providing social proof and credentials needed to land larger contracts. This respect earned by delighting customers gave Grant‘s endeavor growing momentum.
By under-promising and over-delivering, Grant won the goodwill and confidence of the community. This foundation enabled him to steadily scale operations.
Navigating Communication Challenges and Team Dynamics
Early on in Helium 10‘s launch, Grant faced growing pains working through communication issues and conflicts that emerged amongst his young staff. As "Lewis," he wasn‘t seen as an authority figure and leadership was lacking.
During a staff retreat, tensions boiled over and eventually a disgruntled employee quit abruptly. This marked a pivotal moment for Grant to galvanize his team around core values and greater purpose.
He addressed the situation head on:
“We got to get some things straight right now, this is unacceptable how we are communicating to each other.”
Rather than sweep problems under the rug, Grant had the courage and care to broker open and honest dialogue between team members. Once everything was out on the table, the group processed frustrations and strategized solutions.
Grant united everyone around the ambitious vision and service ethos at the heart of Helium 10‘s mission. Effective communication became critical – not just with clients but also amongst the team itself.
This ability to lean into difficult conversations and quickly realign around shared goals was instrumental for Helium 10 to build cohesion and continue executing at a high level.
Overcoming Personal Tragedy and Health Struggles
Breaking through extreme adversity has continually molded Grant’s mental toughness over the years. However, one of his greatest tests arose midway through his Pueblo venture.
Grant unexpectedly lost his sister, collapsing from a brain aneurysm at just 45 years old. As painful as this was, Grant and his wife had traveled to be with family during her last days.
Mere weeks later though, Grant’s wife frighteningly collapsed as well from a ruptured appendix. While at the hospital, doctors discovered a softball-sized cyst in her abdomen requiring urgent surgery.
As Grant shared:
“So now my sister is dead. My wife is laying in a hospital bed with her stomach wide open…It‘s the kind of thing that would make the average person give up, throw in the towel and say it‘s over.”
This profound personal tragedy created an intense mental, emotional and physical strain. Yet Grant incredibly chose to view hardship as an opportunity to strengthen his family bonds and demonstrate resilience.
Rather than dwell in despair or leave Pueblo, Grant courageously vowed to evolve through the pain by living more presently – starting with finishing what he began.
With enhanced gratitude and focus, Grant leaned on his team to uphold operations for a period. And shortly thereafter, upon returning to full duty Grant landed his largest contract for $500K.
Finding inspiration through loss and letting others carry weight in weak moments built deeper empathy and trust.
The Daily Hustle: Outworking Everyone
Throughout Grant‘s career, monumental goals have only been achieved through tireless work ethic and consistency in outreach. Undercover Billionaire proved no different…
To spur curiosity and interest in his new biz called Helium 10, Grant took his promotional team out day-after-day pounding pavements. They‘d set up shop streetside waving signs, engage passersby about special offers and implore people to ask about opportunities.
Through this grassroots, old-fashioned marketing Grant put his team literally face-to-face with hundreds of people – forging connections and familiarity. It wasn‘t glamorous work but proved effective in cementing brand visibility and spreading buzz.
This willingness to embrace discomfort through hard work reinforced to his young staff that no role is beneath leaders. Getting into the trenches doing the dirty work builds camaraderie and sets the culture.
Beyond streets, Grant personally went business-to-business pitching services and securing meetings with decision-makers through relentless cold calls.
Through marathon days over 8 straight weeks Grant himself put ups and doors between 200 and 400 times. This superhuman determination to wake up every morning delivering value excellence what it takes to will a dream into reality.
And his efforts paid off…that $500K contract came from a small restaurant owner who witnessed Grant‘s street team in action. Intrigued by their energy and professionalism, a dialogue about Helium 10 spawned into a game-changing partnership.
This investment later enabled Helium 10 to move into a beautiful, spacious brick office on Main Street – providing infrastructure to scale further.
If Grant and his young staff has clocked out early on the daily grind, missing just one encounter could have derailed the whole venture. Tireless hustle and face-to-face vulnerability builds identity and trust brick-by-brick.
Appreciation Fuels Achievement
Upon concluding his 90 days in Pueblo, Grant didn‘t simply celebrate Helium 10‘s accomplishments. More importantly, he took time to express heartfelt gratitude for the journey itself – including everyone who contributed along the way.
Grant believes that money is simply a byproduct of the value you provide. And without his loyal team and community partners generation that value would not have been possible.
Standing on a rooftop overlooking Pueblo with his staff, Grant raised a glass:
“I just want to say that I appreciate every one of you. You were selected for a reason.”
He continued, getting emotional:
“Guys, we proved it…it doesn’t matter who you are or where you come from. You can do this! Take on the giants – I know you can.”
This vulnerability and validation of their contributions held symbolic weight for team members.
Often in the rush to achieve audacious goals leaders can forget to shine the spotlight on those doing the daily work. Grant‘s expression of appreciation fueled their sense of self-belief to carry the mission forward.
By genuinely connecting through transparency about his own doubts, fears and tragedy, Grant built a culture of empathy and loyalty amongst the group.
This parting glimpse into his humanity left an imprint for teammates to pay it forward. Now ambassador‘s themselves to ignite ambition back in their communities, the odds become greater that the spark started in Pueblo ignites new generations.
Key Takeaways for Entrepreneurs
Stepping into Grant Cardone‘s shoes through Undercover Billionaire illuminated several key lessons for aspiring entrepreneurs:
Mindset
- Challenge status quo money beliefs slowing you down
- Take bold risks and persist through failure
- Channel hardships into mental toughness
Strategy
- Secure equity in startups poised to scale
- Leverage appreciating assets like real estate
- Sweat the small stuff providing outrageous customer service
Partners
- Build trust and credibility from scratch
- Give more value than you extract to form win-wins
- Show partners how helping you helps them grow
Promotion
- Market relentlessly and shamelessly
- Get face-to-face demonstrating solutions
- Let passion and purpose spread virally
Team
- Inspire all roles to embrace discomfort
- Instill empathy and validation regularly
- Unite around core values and greater mission
At our core, we all share the same desire to provide meaning. In seizing opportunity to uplift those around us, purpose fuels prosperity.
Grant Cardone epitomizes the grit, vision and heart required to illuminate greatness in ourselves and each other. His continued impact stretches beyond his vast portfolio – making others believe bigger dreams await when we bet on human potential.