By The Book: Know Your Customer

(RSVP @ our private FB group)

In this chapter, we cut through the noise and confront the reality: if your brand is fuzzy inside your walls, it’s invisible outside them. Your brand is not what you say—it’s what your best customers believe. That belief is earned when you understand them deeply, speak their language, and deliver on your promise with focus and discipline.

— Rule No.11: Your Brand is Your Promise

— Rule No.12: Know Your Customer Deeply

— Rule No.18: Your Calendar Reflects Your Priorities

— Rule No.21: Clarity Creates Confidence

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By The Book is the disciplined counterweight to Unscripted. Wednesdays. This is where continuous learning becomes a responsibility, not a slogan.

Each month, this CEO study group will work through The Executives Institute curriculum chapter by chapter—studying a focused set of Rules and the timeless business books behind them.

The room is intentionally small and peer-driven, allowing leaders at different stages to challenge, mentor, and sharpen one another through real experience. You’ll hear how the same Rule holds up across industries, ownership structures, and seasons of leadership—and where it breaks if misapplied. The goal isn’t agreement. It’s clarity, earned through reading, discussion, and thoughtful application—by the book.

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As Executives’ Club Members, you have the opportunity to host By The Book at your business or comfortable location of your choice.

Email Kurt to host an upcoming month in 2026