11X Business Advisor Institute Workbook
This is a living document. Please check back regularly for updated versions and new additions.
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You’ll use these documents regularly—download or print them as necessary.
Core Concepts
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A natural barrier business owners hit as their success compounds. More growth brings more problems—longer hours, harder decisions, higher stakes. Breaking through requires building an entrepreneurial team and shifting from doing everything yourself to architecting systems and people that scale with you.
A tool to estimate the potential long-term revenue an advisor can generate from a single client relationship across multiple service areas, insurance, benefits, investments, estate planning, and more. It’s not about pitching all services at once, but about recognizing the full value of helping the business owner over time.
A tool and mindset for keeping momentum. Every 90 days, advisors should reflect on what was accomplished, document outcomes, and re-align with the client. This rhythm builds trust, uncovers new opportunities, and reinforces the advisor's value.
Wins >
A prompt to acknowledge progress (small or large) both for clients and for yourself. Used in meetings to reinforce positive momentum, and embedded throughout the YTT (Yesterday, Today, Tomorrow) framework. What’s winning today may be the key to long-term transformation.
YTT: Yesterday, Today, Tomorrow >
A journaling and planning tool to help clients and advisors reflect on what’s working, what’s urgent now, and what should be built next. Yesterday = Wins and learning. Today = What matters most right now. Tomorrow = Vision, goals, and planning ahead.
The cultural backbone of the program. Includes concepts like:
Swim Lanes: Know your strengths. Stay in your lane.
Batting .350: Greatness doesn't require perfection, just consistency.
Why No Matters: Boundaries signal clarity.
Back Stage / Front Stage: Separate internal chaos from client-facing excellence.
Stalk the Impossible: Push past realistic goals into bold vision.
Ladders to 1%: Small improvements compound into transformation
NEW CONTENT
Most Recent Session Resources & Assets
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Zoom Recording:
Month 12: Session 1 >
Passcode: Kg0JxB+p—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
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Reference Documents >
Six Principles - Video(via Bill Bishop)
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Homework:
Define your firm’s advanced process for business owners in simple language your team can repeat.
Write a specialization statement for the owner segment you most want to serve.
Build or update your army list, including internal team members and external specialists by lane.
Decide how you will handle individual planning referrals through joint work so business-owner focus is protected.
Create a pre-brief, debrief, and re-brief checklist for meetings, calls, emails, and follow-up.
Always
Fill out Session Reflection Worksheet
Journal key actions, lessons, and reflections to maintain personal accountability.
Implement the 5-hour Rule (one hour a day uninterrupted, five days a week)
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Referenced Books
The Go-Giver - Bob Burg and John David Mann
Unlocking Private Company Wealth - Z Christopher Mercer
Time to Think – Nancy Klein
Previous Sessions
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Zoom Recording:
Month 11: Session 2 >
Passcode: D*3iDa$F—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
Client Authorization Letter(via Nick Penito)
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Reference Documents >
Six Principles - Video(via Bill Bishop)
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Homework:
Business
Reinspect current clients and prospects for relationship vulnerabilities.
Build a short story bank around deferred compensation, tax structure, mortality, insurability, and owner procrastination.
Practice presenting a fee that is meaningfully higher than your current comfort zone.
Separate engagement-fee dollars from general firm revenue, at least mentally, and decide what resources the fee must fund.
Create or improve a quarterly client report card showing value delivered and next actions.
Personal
Schedule CPA or attorney lunches and lead with what your firm does before asking what they do.
Use the pause factor before calls, texts, and emails: write the purpose before acting.
Explore the trap contract concept carefully before using it personally or professionally.
Always
Fill out Session Reflection Worksheet
Journal key actions, lessons, and reflections to maintain personal accountability.
Implement the 5-hour Rule (one hour a day uninterrupted, five days a week)
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Referenced Books
Time to Think - Nancy Kline
The Feldman Method - Andrew H Thomson
The Algorithm - Jon McNeill
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Zoom Recording:
Month 11: Session 1 >
Passcode: Kq*2%ap6—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
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Reference Documents >
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Homework:
Reach out to selected CPAs now with a breakfast/lunch invitation and discovery-first conversation.
Contact local internship, business-school, or MBA offices for summer help.
Create a one-page team / army profile with pictures, roles, mission, purpose, and values.
Build a scope / guardrails page showing what the advisor does, what the army does, and what is not included.
Buy or prepare physical conversation tools such as the Swiss Army knife and tailor’s tape.
Fill out Session Reflection Worksheet
Journal key actions, lessons, and reflections to maintain personal accountability.
Implement the 5-hour Rule (one hour a day uninterrupted, five days a week)
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Referenced Books
The Art of Impossible: A Peak Performance Primer (2021) - Steven Kotler
Time to Think - Nancy Kline
Atomic Habits - James Clear
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Zoom Recording:
Month 10: Session 2 >
Passcode: aAj.*71V—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
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Reference Documents >
V3 of Investment banker/PE Q&A (Coming Soon!)
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Homework:
Personal
Start forecasting or projecting where you would like to see your client and the engagement in 90 days. Where you'd like to see it in 6 months and where you'd like to see it in a year.
Borrow Success stories from your “Team”.
Always
Fill out Session Reflection Worksheet
Journal key actions, lessons, and reflections to maintain personal accountability.
Implement the 5-hour Rule (one hour a day uninterrupted, five days a week)
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Referenced Books
Unlocking Private Company Wealth - Christopher Mercer
Implementing Value Pricing - Ron Baker
The Art of Impossible: A Peak Performance Primer (2021) - Steven Kotler
Start with No - Jim Camp
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Zoom Recording:
Month 10: Session 1 >
Passcode: 1u9tJ=rj—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
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Reference Documents >
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Homework:
Challenge with Prize!Whomever can complete the most Pre/De/Re-Briefs in the next 2 weeks wins!
Use in conjunction with the other Documents in the Engagement Packet
Personal
Give your clients a report card for this quarter (visual progress).
Start forecasting or projecting where you would like to see your client and the engagement in 90 days. Where you'd like to see it in 6 months and where you'd like to see it in a year.
Borrow Success stories from your “Team”.
Reach out to CPA firms (again) as early as you can in February:
Budget for sending them lunch during Tax Season.
Always
Fill out Session Reflection Worksheet
Journal key actions, lessons, and reflections to maintain personal accountability.
Implement the 5-hour Rule (one hour a day uninterrupted, five days a week)
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Referenced Books
The Checklist Manifesto — Atul Gawande
Time to Think — Nancy Kline
Start with No — Jim Camp
Outwitting the Devil: The Secret to Freedom and Success — Napoleon Hill
The Art of Impossible: A Peak Performance Primer — Steven Kotler
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Zoom Recording:
Month 9: Session 2 >
Passcode: NI05DWU^—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
Zocks - MassMutual Contact: Dan Toogood
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Reference Documents >
How to Build a Successful Business (Coming Soon!)
#1 Reason for Unsuccessful Business Transition (Coming Soon!)
Ideal Ownership Monetization (Coming Soon!)
Key Business Issues (Coming Soon!)
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Homework:
Personal
Personal Operating audit (10 minutes, twice):
Answer these questions in writing.
What did I do this week that reduced sleep, exercise, or thinking time, and what is the one change that fixes it?
What "competition" did I create through avoidable sloppiness: skipping pre-brief, skipping checklist discipline, or having goals without habits?
Where is a second set of eyes missing in client-facing work, and what deliverable gets it by default going forward?
What habit, if repeated weekly, will compound success for me and the firm over the rest of 2026?
Execution (do both):
Schedule two 45-minute "time to think" blocks on the calendar before the next meeting cycle.
Run pre-brief + checklist + second set of eyes on the next two client meetings or deliverables, with names/dates as explicit checks.
Always
Fill out Session Reflection Worksheet
Journal key actions, lessons, and reflections to maintain personal accountability.
Implement the 5-hour Rule (one hour a day uninterrupted, five days a week)
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Referenced Books
Start with No – Robert Jordan, Jim Camp
The Checklist Manifesto: How to Get Things Right - Atul Gawande
Jamie Dimon Interview (Podcast)
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Zoom Recording:
Month 9: Session 1 >
Passcode: 3u8w1SE.—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
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Reference Documents >
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Homework:
Personal
AlwaysFill out Session Reflection Worksheet
Journal key actions, lessons, and reflections to maintain personal accountability.
Implement the 5-hour Rule (one hour a day uninterrupted, five days a week)
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Referenced Books
Start with No – Robert Jordan, Jim Camp
Implementing Value Pricing - Ronald J. Baker
The New Economy Thinker - Bill Bishop
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Zoom Recording:
Month 8: Session 2 >
Passcode: ip#zUK0x—
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1st Meeting Resources>
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Resources For You to Use:
Zocks - MassMutual Contact: Dan Toogood
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Reference Documents >
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Homework:
Personal
Practice your pitch.
Review your own “Collaborative Advisory Ecosystem.”
Make sure you have 10 references:
If you do not have 10, ask others to “borrow” some.
Reach out to CPA firms (again) as early as you can in February:
Budget for sending them lunch during Tax Season
AlwaysFill out Session Reflection Worksheet
Journal key actions, lessons, and reflections to maintain personal accountability.
Implement the 5-hour Rule (one hour a day uninterrupted, five days a week)
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Referenced Books
Start with No – Robert Jordan, Jim Camp
Never Split the Difference — Chris Voss
Debrief to Win - Robert “Cujo” Teschner
Time to Think — Nancy Kline
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Zoom Recording:
Month 8: Session 1 >
Passcode: 6CD!Y7m+—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
Zocks– MassMutual Contact: Dan Toogood (dan.toogood@zocks.io)
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Reference Documents >
MassMutual Client Marketing (Title + Form Numbers for Compass Search)
The Value of Whole Life Insurance in Your Client's Overall Strategy (li1037)
Understanding the Features and Benefits of Whole Life (li301)
The Value of Whole Life Insurance Throughout Your Lifetime (li713)
Why MassMutual Whole Life (li754)
2025 Quality and Performance Report (li602)
Our Investment Philosophy (ms1003)
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Homework:
Personal
Give your clients a report card of what you've done for them in 2025.
Mark your calendar to do this again before March 31st.
From the Big A$$ Calandar (Jesse Itzler):
Plan 6 trips a year
Plan for 1 new habit every quarter
Prioritize a free day. 80% of that day should be a function of being responsible for revenue.
Think about the (your) leadership that is going to determine your direction and focus.
Always
Fill out Session Reflection Worksheet
Journal key actions, lessons, and reflections to maintain personal accountability.
Implement the 5-hour Rule (one hour a day uninterrupted, five days a week)
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Referenced Books
Pricing on Purpose” - Ron Baker
Unlocking Private Company Wealth (1%) - Chris Mercer
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Zoom Recording:
Month 7: Session 2 >
Passcode: EmQ#6?.V—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
Zocks– MassMutual Contact: Dan Toogood (dan.toogood@zocks.io)
Planning Table Individuals: Goals
Planning Table Individuals: Results
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Reference Documents >
Homework:
Personal
Give your clients a report card of what you've done for them in 2025.
Mark your calendar to do this again before March 31st.
Make sure you have 10 references.
If you do not have 10, ask other to “borrow” some.
Aim for 3 Discovers a month in 2026.
Review “Nancy Kline” Document (or read the book)
Work on “Duane Style” 2026 Strategic Plan & Positioning Document
Reach out to CPA firms as early as you can in January:
Budget for sending them lunch during Tax Season.
Prepare “Hand Delivered” “Topics” to individuals within the firm
Always
Fill out Session Reflection Worksheet
Journal key actions, lessons, and reflections to maintain personal accountability.
Implement the 5-hour Rule (one hour a day uninterrupted, five days a week)
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Referenced Books
Scaling Up – Verne Harnish
Atomic Habits — James Clear
The Checklist Manifesto — Atul Gawande
Elevate: An Essential Guide to Life - Joseph Deitch and Mike DelGaudio
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Zoom Recording:
Month 6: Session 2 >
Passcode: wC60.EYE—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
—
Reference Documents >
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Homework:
Personal
Talk to a Property & Casualty Broker
Have at least five, if not ten, goals you've already written down for 2026.
Identify what you think your top three to five challenges are going to be for 2026.
What were your top “ah-ha’” that you didn’t see coming January 2025
Reach out to CPA firms as early as you can in January
Budget for sending them lunch during Tax Season
Give your clients a report card of what you've done for them.
Mark your Calendar to do this before March 31st
Jot down ten people that you would like to personally thank.
Challenge yourself to do 10 Discovers in January. Think of who.
Always
Fill out Session Reflection Worksheet
Journal key actions, lessons, and reflections to maintain personal accountability.
Implement the 5-hour Rule (one hour a day uninterrupted, five days a week)
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Referenced Books
Scaling Up – Verne Harnish
Time to Think – Nancy Klein
The 6 Types of Working Genius - Patrick Lencioni
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Zoom Recording:
Month 6: Session 2 >
Passcode: W@tch4$w@n$—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
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Reference Documents >
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Homework:
Personal
Talk to a Property & Casualty Broker
Revisit your guiding principles and core values
Think about plans for 2026: How are you going to scale up?
Always
Fill out Session Reflection Worksheet
Journal key actions, lessons, and reflections to maintain personal accountability.
Implement the 5-hour Rule (one hour a day uninterrupted, five days a week)
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Referenced Books
Scaling Up – Verne Harnish
Mastering the Rockefeller Habits – Verne Harnish
Implementing Value Pricing - Ron Baker
Title - Bill Bishop
Never Split the Difference – Chris Voss
Time to Think – Nancy Klein
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Zoom Recording:
Month 6: Session 1 >
Passcode: W@tch4$w@n$—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
Client Packet Items:
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Reference Documents >
AMB - Always Measure Backwards
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Homework:
Personal
Think about your life plan, your business plan and then insert your goals into that.
Implement the 5-hour Rule (one hour a day uninterrupted, five days a week)
Always
Fill out Session Reflection Workshee
Journal key actions, lessons, and reflections to maintain personal accountability.
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Referenced Books
The Road Less Stupid - Keith Cunningham
Time to Think – Nancy Klein
Debrief to Win – Robert "Cujo" Teschner
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Zoom Recording:
Month 5: Session 2 >
Passcode: W@tch4$w@n$—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
—
Reference Documents >
Pricing on Purpose - Ronald J. Baker
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Homework:
Personal
Work on what intangible value you bring to clients
Begin your planning for 2026
Work on your Process
Work on your Team, your Army
Take out a CPA to lunch. Ask them to share stories (successes & black swans)
Always
Fill out Session Reflection Worksheet
Set aside one hour a week for uninterrupted thinking.
Journal key actions, lessons, and reflections to maintain personal accountability.
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Referenced Books
Breath: The New Science of a Lost Art - James Nestor
Dancing With Robots - Bill Bishop
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Zoom Recording:
Month 5: Session 1 >
Passcode: W@tch4$w@n$—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
—
Reference Documents >
Case Study Samples:
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Homework:
Personal
Work on your Process
Work on your Team, your Army
Take out a CPA to lunch
Identify your self-limits: “What are the roadblocks that you're seeing”
Always
Fill out Session Reflection Worksheet
Set aside one hour a week for uninterrupted thinking.
Journal key actions, lessons, and reflections to maintain personal accountability.
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Referenced Books
The Checklist Manifesto — Atul Gawande
The Science of Scaling - Dr. Benjamin Hardy, Blake Erickson, et al.
How To Sell A Lobster - Bill Bishop
The New Economy Advisor - Bill Bishop
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Zoom Recording:
Month 4: Session 2 >
Passcode: W@tch4$w@n$—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
—
Reference Documents >
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Homework:
Personal
Complete 11X Check in
Work on your Process
Work on your Team
Take a CPA out to lunch
Identify your self-limits: “What are the roadblocks that you're seeing”
Always
Fill out Session Reflection Worksheet
Set aside one hour a week for uninterrupted thinking.
Journal key actions, lessons, and reflections to maintain personal accountability.
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Referenced Books
Never Split the Difference – Chris Voss
The Feldman Method - Andrew H. Thomson
The Art of Impossible: A Peak Performance Primer - Steven Kotler
The Science of Scaling – Ben Hardy & Dan Sullivan
The Ultimate Sales Machine – Chet Holmes
Pricing on Purpose – Ron Baker
The AI-Driven Leader – Jeff Woods
Time to Think – Nancy Klein
Atomic Habits -James Clear
The Power To Connect: Creating Communication That Gets Results - Teresa Easler
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Zoom Recording:
Month 4: Session 1 >
Passcode: W@tch4$w@n$—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
—
Reference Documents >
Process and Questions Checklist (Coming Soon)
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Homework:
Personal
Think of the top 2 or 3 things you want to work on in Q4
Work on your Process
Draw your own 359º Circle
Identify your “Army” (“Who are the CPA firms, not CPS, the CPA firms? Their name, their cell phone, their website. Who would be the strategic MNA firm that you would think about beginning to work with?”)
What is something you would not want somebody who's coming into your firm in the future to have to repeat that you did?
Always
Fill out Session Reflection Worksheet
Set aside one hour a week for uninterrupted thinking.
Journal key actions, lessons, and reflections to maintain personal accountability.
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Referenced Books
The Checklist Manifesto – Atul Gawande
AI-Driven Leadership – Jeff Woods
Time to Think – Nancy Klein
Rich Dad's Cashflow Quadrant: Guide to Financial Freedom - Robert T. Kiyosaki
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Zoom Recording:
Month 3: Session 2 >
Passcode: W@tch4$w@n$—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
Discover Report Walkthrough (Coming Soon)
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Reference Documents >
10X Questions (Coming Soon)
Cheat Sheet (Coming Soon )
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Homework:
Worksheets
Complete the Kolbe Profile
Personal
Think about what you are going to do differently in 2026 than you did in 2025.
Always
Fill out Session Reflection Worksheet
Set aside one hour a week for uninterrupted thinking.
Journal key actions, lessons, and reflections to maintain personal accountability.
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Referenced Books
Time to Think – Nancy Klein
Never Split the Difference – Chris Voss
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
Financial Designs Hockey Stick Sequence - Example
Power to Connect - Example
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Reference Documents:
Homework:
Worksheets
Complete a ValuCompass Assessment on yourself
Personal
Create your own Purpose Statement/Guiding Principles
Create a Top 20/Farm 20 List - Reach out to them in the next 90 days.
Practice a dry run for a Business Owner on ValuCompass Discover
Pick five (5) prospects or owners that you want to do ValuCompass Discover within the next two weeks
Relook at your goals for the next 60 days.
Create a list of 3-5 References (if you don't have any: ask somebody in the firm, "Can you borrow one of their successes so that you can give that as a reference?")
Complete the "3 things" you discussed in the Session in the next 2 weeks.
Always
Fill out Session Reflection Worksheet
Set aside one hour a week for uninterrupted thinking.
Journal key actions, lessons, and reflections to maintain personal accountability.
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Referenced Books
Positioning: The Battle for Your Mind - Al Ries, Jack Trout
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Zoom Recording:
Month 2: Session 2 >
Passcode: W@tch4$w@n$—
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Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
—
Reference Documents:
ValuCompass Sample Reports (NEW!)
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Homework:
Worksheets
Complete a ValuCompass Assessment on yourself
Create Your Own “Client Tracking Sheet” (Template)
Create Your Own Roadmap (Financial Design Example)
Create Your Own Sequence (Financial Designs Hockey Stick Example)
Personal
Pick five (5) prospects or owners that you want to do a ValuCompass Discover with in the next two weeks.
Always
Fill out Session Reflection Worksheet
Set aside one hour a week for uninterrupted thinking.
Journal key actions, lessons, and reflections to maintain personal accountability.
—
Referenced Books
Time to Think – Nancy Klein
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Zoom Recording:
Month 2: Session 1 >
Passcode: W@tch4$w@n$—
—
Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
—
Reference Documents:
—
Homework:
Worksheets
Personal
Practice a dry run for a Business Owner on ValuCompass Discover
Pick five (5) prospects or owners that you want to do the ValuCompass with in the next two weeks
Always
Fill out Session Reflection Worksheet
Set aside one hour a week for uninterrupted thinking.
Journal key actions, lessons, and reflections to maintain personal accountability.
—
Referenced Books
Time to Think – Nancy Klein
Atomic Habits – James Clear
7 Habits of Highly Effective People - Stephen Covey
Think and Grow Rich - Napoleon Hill
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Zoom Recording:
Month 1: Session 2 >
Passcode: W@tch4$w@n$—
—
Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
—
Reference Documents:
—
Homework:
Worksheets
Complete a ValuCompass Assessment on Yourself
Personal
Create a Top 20/Farm 20 List
Put together a Team List to Share (Sample)
Put together a portfolio with 5 or 10 clients to share
Top 3 Things to accomplish between now and Labor Day (September 1st)
Next 30 days: Set up a lunch or breakfast with at least two property casualty firms.
Always
Fill out Session Reflection Worksheet
Set aside dedicated time each week for uninterrupted thinking.
Journal key actions, lessons, and reflections to maintain personal accountability.
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Referenced Books
The Practice of Management – Peter Drucker
The Black Swan — Nassim Nicholas Taleb
Turning the Flywheel – Jim Collins
The Checklist Manifesto – Atul Gawande
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Zoom Recording:
Month 1: Session 1 >
Passcode: W@tch4$w@n$—
—
Resources For You to Use:
ValuCompass: Core tool for the business owner market. View Tips & Notes.
—
Reference Documents:
The Golden Circle: Simon Sinek
White Paper: Aaron Hemsley
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Homework:
Worksheets
Complete the Kolbe Profile
Review the Navy SEAL Debriefing Processand integrate it after meetings
Fill Out Session Reflection Worksheet
Personal
Set aside dedicated weekly time for uninterrupted thinking.
Journal key actions, lessons, and reflections to maintain personal accountability.
Make a note in your calendar for 90 days from the first session: September 25th.
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Referenced Books
The Feldman Method – Andrew H. Thomson
Time to Think — Nancy Kline
High Performance Habits — Brendon Burchard
Fooled by Randomness — Nassim Nicholas Taleb
The Black Swan — Nassim Nicholas Taleb
Skin in the Game — Nassim Nicholas Taleb
Antifragile — Nassim Nicholas Taleb
Acres of Diamonds — Russell Conwell
Atomic Habits — James Clear
The Checklist Manifesto — Atul Gawande
