Rules are being released each week
Rule No. 11 —Your Brand is Your Promise
Summary: Your brand is the unspoken contract you sign with the world—break it, and you’re just another company people stop trusting.
Your brand isn’t your logo or slogan—it’s the consistent promise you make and keep to your customers, shaping what they expect from every experience with your business.
Why? Because, trust compounds over time.
Every business makes promises—through its words, its actions, and the expectations it sets. But only the best businesses keep them. Your brand isn’t your logo, your tagline, or your marketing campaign. It’s the trust you build over time by delivering the same values, the same quality, and the same experience—over and over again. The moment that promise is broken, customers don’t complain—they quietly leave.
This rule is a reminder: your brand is your bond. Honor it.
Rule No. 12 —Know Your Customer Deeply
Success doesn’t come from serving the average — it comes from understanding the specific.
When you know your customer deeply, you stop guessing and start delivering. This rule demands more than surface-level data; it requires insight into your customer’s motivations, frustrations, values, and unmet needs — the things they might not even articulate themselves.
Businesses that take the time to know their customers at this level earn loyalty, trust, and relevance in a way competitors can’t replicate.
Rule No. 18 —Your Calendar Reflects Your Priorities
This rule confronts the lie we tell ourselves that “we didn’t have time,” when in reality, we simply didn’t make it a priority. If you want to know what truly matters to a person, don’t ask them—look at their calendar.
Time is the most democratic resource—everyone gets 24 hours. High performers don’t find more time; they allocate it better. They schedule their values. They protect their most important goals from being swallowed by the urgent but unimportant. In The 7 Habits of Highly Effective People, Stephen R. Covey called this “putting first things first”—and it’s the difference between being busy and being effective.
Rule No. 21 —Clarity Creates Confidence
When leaders communicate with precision, people know where they’re going—and why it matters. Clarity cuts through noise, eliminates confusion, and drives focused action. In business, vague messaging leads to hesitation, misalignment, and wasted effort. But when your ideas are simple, specific, and sticky, teams gain the confidence to move fast and move together.
In business, confusion is expensive. Teams stall, customers hesitate, and leaders lose credibility—all because the message wasn’t clear. Clarity isn’t just a communication skill—it’s a leadership responsibility. When people know exactly what to do, why it matters, and how to move forward, confidence rises and results follow. If you’re not being understood, you’re not being effective.