Every business that endures is built on more than hustle—it’s built on clarity, discipline, and timeless fundamentals. In this opening chapter, we focus on what truly matters in the early stages: solving real problems, staying curious, questioning your assumptions, and building something that actually works. These Rules remind us that the foundation isn’t just where you start—it’s what you return to every time things get shaky. Whether you’re launching, rebuilding, or leading through change, this is where the work begins.

CHAPTER 1, Foundation First will focus on these 5 rules:

• RULE NO. 1 Solve a real problem.
• RULE NO. 2 Fall in love with the problem, not the solution.
• RULE NO. 6 Your first idea is rarely your best.
• RULE NO. 10 Never stop learning.
• RULE NO. 15. Work on the business, not just in it.

By studying these first five Rules, you’re making a commitment to build something that lasts. Foundations aren’t flashy, but they are everything.

The strongest companies, teams, and leaders return to these principles often, especially when the path gets unclear.

CEO Study Group Agenda

September 2025 — Chapter 1: Foundations First
Duration: 90 Minutes

4:00 pm | Member Social

4:30 pm | Welcome & Framing the Session

• Brief introduction to The Executives’ Institute and the 12-month journey
• Why Foundations First matters—even to seasoned leaders
• Ground Rule: Participation over perfection

0:10 – 0:25 | Rule No. 1 – Solve a Real Problem

Ask the Right Question:

“What problem does your business truly solve—and would your customer describe it the same way?”
Example: A software founder might say, “We streamline operations,” but the customer might say, “It keeps my team from dropping the ball.”

Key Takeaway: Clarity beats cleverness. Solve a problem worth solving.

Action Item:

• Refine your business’s core problem statement in the customer’s words.

0:25 – 0:40 | Rule No. 2 – Fall in Love with the Problem, Not the Solution

Ask the Right Question:

“When was the last time you deeply re-examined your customers’ pain points without trying to sell them your solution?”
Example: A contractor who always leads with custom home packages might discover clients really crave simplicity and predictability, not customization.

Key Takeaway: Attachment to solutions limits innovation.

Action Item:

• Interview 2 customers or prospects this month. Don’t pitch—just ask.

0:40 – 0:50 | Group Discussion: What’s Your Real Problem?

• Each leader shares:
  • What problem they think they solve
  • What customers really say
• Peer insight: Are they aligned—or off target?

0:50 – 1:00 | Rule No. 6 – Your First Idea is Rarely Your Best

Ask the Right Question:

“If I had to start from scratch today, would I still build what I’ve built—or would I do something smarter?”
Example: A service-based company may realize its original offer is outdated, and the real value lies in its newer, unpromoted services.

Key Takeaway: The best leaders know when to pivot.

Action Item:

• Identify one assumption you’ve never questioned—and challenge it.

1:00 – 1:10 | Rule No. 10 – Never Stop Learning

Ask the Right Question:

“Where in your business are you coasting on outdated knowledge?”
Example: A leader using the same marketing playbook from five years ago wonders why it no longer converts.

Key Takeaway: Growth stalls when learning stops.

Action Item:

• Choose one area to upgrade your thinking—marketing, hiring, systems, etc.
• Pick a book, mentor, or course and commit before the next session.

1:10 – 1:20 | Rule No. 15 – Work on the Business, Not Just in It

Ask the Right Question:

“If you disappeared for 30 days, what would break—and why?”
Example: A CEO who’s still the bottleneck for approvals may be working in the business, not on it.

Key Takeaway: Your real job is to build the machine, not be the machine.

Action Item:

• Identify one task to delegate or systematize this month.

1:20 – 1:30 | Closing: Takeaways & Commitments

• Round-robin: Each member shares
  • One insight they’re taking forward
  • One action item they commit to before next session
• Chapter 2: Know Your Customer preview of next month
• Invite to submit insights via “Contribute Your Insight” link

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