A Brand Promise isn't a slogan, it's a promise your Core Customer can hold you to. Here's the free Scaling Up tool for writing and stress-testing your own, plus the real invoice line one company uses to guarantee it.

Nucor tracks profit per tonne of steel. Southwest tracks profit per plane. Neither got there by chasing the biggest revenue number. Profit Per X is the one ratio that, if you grew it, would grow everything else, plus how to find yours and stop selling to the customers quietly destroying your profit.

"Where do we start with AI?" It was the question heard most at CEO Summit 2026. And the answer isn't a tool, a platform or a new hire. After listening to Verne Harnish, Shuya Gong and Craig Scroggie, one conclusion stood out: the companies that succeed with AI won't necessarily have better technology — they'll have better leadership. Here are five practical actions to build real AI capability across your organisation, starting with what matters most.