📌 Rule No. 20 —Cash Flow Is King.

🎓 MASTER Rule No. 20 —Cash flow is king.

You can have sales. You can have profits. You can have a great business on paper. If you don’t have cash on hand, none of it matters. Know when money is coming in, know when bills are due, and know where your cash is getting tied up or wasted. Keep enough cash on hand to handle a slow month, a bad customer, or a surprise expense. Cash flow isn’t an accounting issue. It’s a survival issue.

September 1, 2026

This Master Classes is in development.

Help us build each of the 50 Master Classes, by adding your insights and sharing your entrepreneurial stories.

Class begins Monday, January 4, 2027, with each Rule being built out as we go. Each will contain the study sections listed below and will continue to evolve through your contributions. As business leaders continue to challenge these ideas, the Institute becomes more and more valuable, not because it’s finished, but because it never will be.

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👥Executive Insights | “Let me tell you how that played out in my company.“

  • Your Name, Title, Organization + Insights
  • Your Name, Title, Organization + Insights
  • Your Name, Title, Organization + Insights

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Select the Rule that resonates with you:
Prefer to speak instead of type? Record a short video insight (up to 5min.). After pressing record, wait 3–4 seconds before speaking to allow the camera to begin. You’ll be able to preview your video before submitting. A face and voice behind the lesson helps bring the Rule to life for other leaders.
Share your insight, a lesson learned or a turning point in your business or your leadership style.
Describe a situation where this principle helped, failed, or changed the direction of a decision in your business.
What did this experience teach you about leadership, decision-making, or running a business?
Was there a concept, passage, or idea that stuck with you or shaped how you think about this Rule?
If another executive were wrestling with this principle, what would you tell them?
Have an additional insight on this topic? Share any further lessons, observations, or experiences that may help other business leaders think differently about this fundamental business Rule.

The insight you share might be the turning point someone else is waiting for.

📚 Recommended Reading

Simple Numbers, Straight Talk, Big Profits!

by Greg Crabtree

“Profit is a theory. Cash is a fact.” – Greg Crabtree