65 Business Tips
Every CEO Needs To Know
From John D. Rockefeller

Rockefeller knew the numbers inside and out — always. As you transform from a hustling entrepreneur into a CEO, you may not run the day-to-day like you used to, but knowing your numbers is non-negotiable. This goes far beyond finances. You need to know your business's 80/20 — what does and doesn't work — and track your marketing metrics, people, and timing in detail. Once you know your numbers cold, almost every decision becomes clear.

One of our most important tasks at 2X is to help clients find what to focus on — and then make sure they actually focus on it. Entrepreneurs love juggling balls, chasing shiny objects, and starting new things. It's often easier to move onto your next idea once the last one loses its "new" appeal. A good CEO does not do this. You need to know your role and stick to it every single day. The muscle of discipline is a core quality of a great CEO.

Many of our clients come to 2X caught in the hustle — working far too hard with too little to show for it. Too many people think this is how you build a successful business. The hustle and grind only takes you so far. Want a business that lasts decades? Start with you — master your mind, body, and soul. You cannot build your empire at the expense of your health and wellbeing. Rockefeller worked on himself every single day.

You need to look after yourself if you're to build, scale, and run a successful business. A nap not only recharges you, it allows you to escape your work and come back at it from a different angle. As CEO, one of your most important roles is making the right strategic decisions — and those decisions are only as good as the mental state you're in when you make them. Rockefeller did this daily. So did Einstein, Edison, da Vinci, and Churchill. The pattern speaks for itself.

Success doesn't follow short bursts of hustle. True success builds over time through consistency and momentum. Daily progress is far better than the occasional big win — it's easier on your sanity and helps you build a business that lasts instead of one that relies on the occasional massive launch. Treat your work like a marathon, and show up with your best every single day.

Rockefeller said: "Do not many of us who fail to achieve big things fail because we lack concentration — the art of concentrating the mind on the thing to be done at the proper time and to the exclusion of everything else?" As a CEO you're pulled in every direction daily. You must resist. Focus your mind on the ONE thing you need to address. Make the decision, overcome the obstacle, give it everything — then move on. Wherever you are, be there, and only there.

Rockefeller built much of his success during one of history's greatest market depressions. While it ruined many lives, he later said he was inclined to see opportunity in every disaster. He learned to distance himself from things outside his control — an essential trait for any CEO who must make the right decisions despite circumstances they can't fully dictate.

John D. didn't drink or smoke. He had a vision and beliefs, and he acted accordingly. As CEO, how you choose to spend your time has a massive effect on your health, wellbeing, and decision making. I spent the majority of my teens and nearly all of my 20s partying. It was fun in the moment, but I can confidently say it cost me millions of dollars. It even led to panic attacks severe enough to call 911 — not once, but twice. Then I got wise. I gave up having hangovers nearly two years ago and will never look back. Choose for yourself — but at the end of the day, you are the asset. Protect it.

One of the first priorities at 2X when working with a new client is helping them take control of their schedule. Most arrive stuck working inside their business, reacting to whatever seems most urgent. You cannot build success like this. Rockefeller stuck to a borderline obsessive daily schedule — here's how his mornings looked:

He refused to deviate from his schedule, staying in control of it rather than letting it control him. As a CEO, you need to do the same — a consistent schedule is the only way to work on your business instead of trapped inside it.

Rockefeller treasured his Sundays. For you it may be a different day — the point isn't which day, but that you take time off each week to escape the chaos of running a business, recharge, and remember what you're building it all for. After all, what is a successful business without a great life? Rest, recharge, and live a Level 10 Life.

As CEO, your time is precious. Once a minute passes, it's gone forever. Rockefeller didn't just want people to turn up on time — he wanted them early and prepared. Set that same example, and not only will you become more productive, but your team will too. Treasure your time and make sure others do the same.

Even though Rockefeller loved his work, he appreciated the importance of taking a step back to reflect. The most successful CEOs in the world spend serious time and money on their mindset. They invest in themselves to be their best self. My favorite habit of the past twelve months is more dedicated Thinking Time than ever before — it has made me more strategic and less stressed than at any previous point in my business.

It's said Rockefeller knew the names of 3,000 of his employees — relying solely on memory, without an iPhone or database. Why? Because you are in a people business. The relationships you build with your team, suppliers, customers, peers, and mentors matter enormously. The simple act of knowing someone's name and remembering a detail about their life shows you value them — which creates loyalty, respect, and reciprocity.

By the time he died at 97, Rockefeller had donated $540 million. He made a lot of money and gave a lot away — and this principle extends far beyond money. People who are generous with their time, knowledge, help, and care tend to receive much more in return. As CEO, you lead from the front. Be generous to your team and customers, and you will get far more back.

There is strength in silence. People confuse good leadership with the quantity of words spoken rather than their quality. The best leaders listen, observe, and take it all in — and when they do speak, they do so with authority. As CEO, your job isn't to talk the most. It's to listen and observe, so that when you do speak, it carries real weight and impact.

Rockefeller used his notebook to document other people's ideas. Whenever he met with a supervisor or manager, he'd ask "what can we do to improve?" — then write down their suggestions and follow up with them later. Having someone share an idea is one thing. Following up and holding them accountable to what they said is what separates the best leaders from everyone else. Build this habit into your weekly rhythm.

Rockefeller always sought other people's ideas before offering his own, and when he did share his perspective, he framed it as a suggestion or question — involving his team in the process and inviting them to improve the idea further. It's the notion of using "we" instead of "I," placing ego to one side in service of the best outcome for the business. A good CEO never makes it about themselves.

One of the worst things you can do as CEO is slip into micro-management. It wastes your time and theirs. Build a world-class team — and then let them get on with what they do best. Rockefeller took an interest in every level of Standard Oil's business, but managed each department with a light touch, allowing as much autonomy as possible. This is how you work on your business instead of in it.

One of your most important roles as CEO is building a successful culture — which means the people in your team must align with your business's values. If they don't, you will always face an uphill battle. Rockefeller would often bide his time and keep someone as long as they were useful, but he was always conscious about moving on from anyone who wasn't a fit for the bigger picture.

Rockefeller said: "I would rather earn 1% off a hundred people's efforts than 100% of my own efforts." This is one of the most important lessons a CEO can ever learn. Your job is not to do the work — it's to lead other people to do the heavy lifting as well as they possibly can. Don't work hard; work smart. Don't get hung up on how much you personally do. Lead your team to be the best they can be.

At the time, Rockefeller was considered the best employer in America. People wanted to work for him, largely because he paid above average. Of course, that came with high expectations — he paid the best and wanted the best. This is one of the most important lessons I've learned from John D. If you want to stand out in your field and achieve what you desire, you need a world-class team of A-players who take your vision and run with it.

If your plan is to have a business and "figure it out along the way," you'll spend far too long going after the wrong things. No money, fame, or authority will ever be enough until you know what you're truly fighting for. This is why at 2X we focus on the big picture when working with a new client — to find out what you actually want so we can ensure you go after it every single day. Risk, obstacles, and failure become far easier to overcome when you know exactly where you're headed.

Rockefeller didn't become the first person worth $1 billion by thinking small. Whatever level you're at, you need to think next level. Build goals that push you higher. Surround yourself with people operating at the next level. Hire mentors and coaches who elevate you. Play chess while everyone else is playing checkers.

Once you work on your business instead of in it, you'll have the time to observe your industry and competitors — and stay two steps ahead of them. If everyone else takes a step left, maybe you need to go right. If the rest of your industry does "this," maybe it's time you do "that." This level of strategic perspective is only possible when you've freed yourself from being the bottleneck inside the business.

Rockefeller said: "I know of nothing more despicable and pathetic than a man who devotes all the hours of the waking day to the making of money for money's sake." He also said: "The man who starts out simply with the idea of getting rich won't succeed; you must have a larger ambition." Money should be a by-product of a much grander purpose — not the purpose itself. You need a vision that drives not just you, but your team and your audience.

Rockefeller said: "Singleness of purpose is one of the chief essentials for success in life, no matter what may be one's aim." You will always have many things you could do — but usually only ONE you should. Temptation and opportunity surround you at all times, but the less you commit to and the more you focus on one thing, the better. Never have multiple goals. Always have a single focus and push everything you have toward it.

No matter what project Rockefeller worked on, he always sold his vision to the people around him. When people buy into your vision, they're more invested in the outcome. As Simon Sinek said, people don't buy what you do — they buy why you do it. Create a culture around the movement you want to build, and you'll start attracting the right people and resources to help you make it happen.

Despite his extraordinary wealth, Rockefeller lived a frugal life — beginning this way as a child and maintaining it to the end. He gave a lot away and dressed to impress, but lived by the notion that you should never spend more than you have to, even if you can afford to. This principle isn't about money — it's about ego, discipline, and self-mastery. Just because you can spend more doesn't mean you should.

During the Civil War, Rockefeller borrowed $100,000 to expand his oil refinery when company profits were less than $17,000. He bet on himself — and you must do the same. At 2X, we can often tell who will produce the greatest results before we even begin: it's the people who don't hesitate over the program fee. They know they need help to get to the next level, they believe the investment will pay off, and they back themselves.

Even with more money than anyone else on the planet, Rockefeller felt it was never enough to match his ambitions. So he borrowed — but only because he bet on himself and knew he had what it took to generate the return. You will often need to borrow to grow faster, and you will always have to step outside your comfort zone to climb to the next level. Back yourself enough to make the investment.

Many metrics look good on paper, but without enough cash you cannot achieve much. Cash matters. Run a cash-heavy business. We focus on this heavily at 2X — helping clients build businesses that last by making sure they have enough cash for today, next month, and three months from now. Rockefeller respected this principle, which is a significant reason he built the wealth he did.

A former classmate of Rockefeller once said: "I have no recollection of John excelling at anything. There was nothing about him to make anybody pay special attention to him. I do remember he worked hard at everything — not talking much, and studying with great industry." The lesson: you don't have to be gifted to build success. Talent helps, but the secret ingredient is a relentless work ethic — not hustle and burning the midnight oil, but setting a daily standard and holding yourself to it every single day.

Rockefeller said: "I do not think that there is any other quality so essential to success of any kind as the quality of perseverance. It overcomes almost everything, even nature." Success doesn't just happen, and as CEO you need to both accept and embrace this. Persist, fight, believe, and have the patience to understand it won't all happen today. Yet see through the trees even when no one else can.

Rockefeller was renowned for keeping his head when everyone around him lost theirs. As the greatest market depression in American history hit just as his career was gaining momentum, he kept his cool, saved his money, and observed what other people did wrong. He later said: "I'm inclined to see the opportunity in every disaster." As CEO, you will face adversity around every corner. Learn to remain calm — not only for the opportunities it reveals, but for the tone it sets for your entire team.

A common trait among the most successful CEOs — Rockefeller included — is that they are their own biggest critic and always question their decisions. You need conviction and confidence, but you also need to appreciate you might not be right. Question yourself. Play devil's advocate. Consider the alternative. This not only keeps you humble, it forces you to look at every issue from every possible angle. Hiring a coach or mentor plays this role for many of our clients at 2X.

John D. carried a little red notebook everywhere he went — documenting conversations, making observations, and capturing ideas. He never knew when inspiration would strike. Neither do you. With so much on your mind, you will lose ideas unless you capture them in the moment. Your notebook — or its modern digital equivalent — may become your most valuable daily tool.

Although incredibly busy, Rockefeller didn't rush. He took his time and made sure he did his best work. Rushing from one task to another will not help you achieve what you want. Those stuck working inside their business have no time to slow down. Those working on their business do — which is precisely why helping clients make that transition is one of our primary focuses at 2X.

Rockefeller said: "I always tried to turn every disaster into an opportunity." If there's one trait that separates successful CEOs from everyone else, it's their ability to turn bad into good. Mistakes and failure are part of the process — you cannot remove them entirely. But you can practice the persistence and presence of mind to look at every disaster as the seed of what comes next.

Rockefeller had a stubborn streak. He stood his ground and backed his ideas with confidence. It's a fine balance as CEO — you need to listen to others, but you must also take control. Those who stand their ground are confident, and in this game, confidence matters. Standing your ground in the right moments builds respect from your team, peers, and customers that you simply cannot earn any other way.

Rockefeller was a master negotiator. A key part of his success in hundreds of deals was figuring out what the other person wanted — and then giving it to them. A good deal leaves both parties walking away satisfied. He always wanted the other person to leave with what they came for. But he also made sure he got what he wanted. This begins with deep listening and continues with communicating your position in a way that serves both sides simultaneously.

Rockefeller reportedly had a resting pulse of 52 — an impressive feat for anyone, let alone someone managing one of history's largest empires. Fitness remained a core focus throughout his life. You can only run and grow your business if you're physically capable. Respect your body and mind and protect them at all times. To build an empire, treat yourself like a professional athlete preparing for the Olympics: rest, diet, fitness, and focus are all priceless assets in the journey of entrepreneurship.

The best business owners don't want a room full of "yes men." They want people who tell them the truth — which means you need to be genuinely open to feedback, complaints, and criticism, even from your staff. Rockefeller shared this trait, always asking employees to share their true feelings. Will it hurt sometimes? Absolutely. But it's the only path to genuine growth. Get addicted to the feedback, seek it every week, and adjust when common patterns emerge.