There are three sections I will cover:

1. What it means to be the CEO
The CEO title gets thrown around like it’s a badge. Like you start a company, slap “CEO” in your bio, and suddenly you’re the one. But the truth is: titles don’t mean anything. Behavior does. And in this module, we get brutally clear on what the CEO role actually requires of you, both mentally and operationally.

2. Must Know Business Fundamentals
We start by getting aligned on what “strategy” actually means, because most teams say “we need a strategy” while each person is talking about something completely different. You’ll learn a clear definition of strategy as repeated behavior over time that creates differentiation and drives profitability, plus the core components that shape it:

• Differentiation / unique value proposition (stop trying to be “the best,” focus on being meaningfully different)

• Pricing strategy and how it ties to customer lifetime value

• Geography/market focus (global business still needs localized strategy)

• External threats that impact your ability to stay profitable

Then we shift into the financial side of leadership—because no matter how good your brand is, a business still has to work on paper. You’ll get an overview of the three financial documents every CEO must understand:

• Profit & Loss (Income Statement)

• Balance Sheet

Cash Flow Statement (and why cash flow is the real “health check” for your business)

3. From Branding to Belonging

In this final section, we focus on how your brand actually shows up in the real world through 3 types of media, and why most businesses struggle not because of the product, but because of how they enter a market.

We start by simplifying media. Even if you’re not a marketer, you are selling in a media-driven world, and understanding the difference between the channels you control, the trust you earn, and the attention you pay is no longer optional.

From there, we shift into one of the most overlooked levers in business: market entry. How you introduce yourself to a community determines whether people ignore, tolerate, or welcome you. This module breaks down what creates trust, momentum, and real customer demand when entering a new market without relying on gimmicks or short-term tactics.