Rule 1: The Butterfly Effect (The Foundation)

A small, precise adjustment in your language or strategy can create a massive, non-linear change in your professional outcome.

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• The Impact: Every action is a domino. This rule provides the philosophy: we focus only on the small changes (the flaps of the butterfly's wings) that generate the biggest return on influence and clarity. 

 

Rule 2: Yes/No v's Works/Doesn't Work

Replace final, adversarial judgment ("That's wrong.") with collaborative analysis ("That doesn't work in this context, and here's why.").
 

• The Impact: The language of "wrong" shuts down dialogue and forces defensiveness. The language of "doesn't work" invites curiosity and collaboration ("What are we missing?"), immediately elevating the conversation to a shared, high-integrity problem-solving exercise.

 

Rule 3: Hope v's Trust

Eliminate passive wishful thinking ("I hope the client approves.") and replace it with active conviction ("I trust our rigorous process will lead to approval.").

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• The Impact: In professional settings, hope sounds like a coin flip. Trust is the language of executive conviction, implying a belief based on evidence, due diligence, and a predictable system.

 

Rule 4: But v's However

Never use the word "but" to introduce a counterpoint in a professional exchange.

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• The Impact: The word "but" is a linguistic eraser—it cancels everything that came before it. Use "However," which functions as a bridge, validating the previous point before presenting an alternative view. This keeps the conversation focused on ideas, not egos.

 

Rule 5: Should v's Could

Avoid the language of obligation or judgment ("You should send that email now.") and shift to the language of possibility and options ("You could send that email now.)

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• The Impact: "Should" can sound parental or prescriptive. "Could" empowers your team or client to choose the option that maximises their success, inviting buy-in and establishing you as a strategic partner.

 

Rule 6: I Think v's I Propose

Eliminate hesitant language, especially when offering a solution or recommendation. Avoid "I think," "Maybe," or "Just a thought."

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• The Impact: Executive leaders don't just think; they propose, recommend, or state findings. This switch communicates that your ideas are based on analysis and conviction, instantly projecting executive confidence and analytical rigor.

 

Rule 7: Timing v's Volume​

Never value the sheer quantity of speaking time over the strategic placement and quality of the message. 

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• The Impact: Mastery is demonstrated by saying the one correct thing at the exact right moment to achieve maximum influence. This rule ensures every contribution is precise, valuable, and drives the outcome. When you speak, people will listen.

 

Rule 8: Integrity: Ending Interactions with an Action "By When"

Avoid open-ended professional exchanges. Every discussion, meeting, or email must conclude with a clear, specific, agreed-upon next action and a firm deadline ("By When").
 

• The Impact: This rule combats ambiguity and establishes accountability. It proves you are an efficient leader who operates with integrity and a focus on measurable, time-bound results.

 

Rule 9: "Be the Last to Speak" - Simon Says

In any group discussion or strategic setting, discipline yourself to wait. Actively listen and absorb the contributions of others before offering your final analysis. (Inspired by Simon Sinek).

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• The Impact: The person who speaks last has the most complete picture, has heard all the objections, and is often the one best positioned to summarise, synthesise, and drive the final consensus or decision. It is the silent art of executive control. Easy to say, tough to do.

 

Rule 10: External Validation v's Internal Conviction

Your confidence is an internal decision. What anyone else thinks of you is none of your business.

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• The Impact: Fear of judgment is the single greatest inhibitor of executive presence. This rule empowers you to "Feel the fear and do it anyway." By understanding that every person is primarily worried about their own performance, you are freed to operate with the conviction necessary to lead.

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Rule 11: Try v's Do

Eliminate the word 'Try' from your professional vocabulary, replacing it with the language of unwavering commitment and action: 'Do' or 'Not Do'.

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• The Impact: The word 'Try' is a psychological loophole—a commitment killer that provides a back door for non-performance ("I tried") before the task has even begun. In business, giving yourself this option signals a lack of integrity and creates doubt in the mind of the client or partner.