1/ A CEO’s number one job is to define the mission, communicate that mission relentlessly, and keep everyone focused on the mission.

That’s how you move the ball down the field everyday.

2/ That communication is to team members, clients, partners, investors, the market at large.

It’s got to be simple, consistent, and consistently repeatable by others. Your second layer SDR needs to be able to deliver almost as well as you do.

3/ this is why founder / CEOs can’t spend their entire time doing.

Systems, processes, culture and people must align to collectively help define the right mission, amplify it and execute it.

4/ this is why it is worth putting so much emphasis on BRAND — defined as the complete embodiment of every aspect of a business, from the why to the what to the how as well as its culture.

5/ this is also why LANGUAGE matters - defining precisely the words you use to build, manage and measure your business ... to make sure there is a common definition of what every important concept means to everyone.

6/ Alignment creates harmony which in turn drives adaptability. Clarity of purpose and simplicity of mission created speed and intent. That in turn created the conditions under which teams can truly thrive in chaos, and evolve together.