#765: Know Your Numbers: The CEO Discipline That Eliminates Chaos and Drives Real Growth with Joel Perso

Episode Overview In this final installment of the Conquer the Operational Chaos series, John Kitchens and Joel Perso break down one of the most overlooked — yet most powerful — CEO disciplines: knowing your numbers. Growth without visibility creates chaos. More agents, more leads, more deals — without proper tracking — only amplifies inefficiencies. In this session, John and Joel unpack how to measure what actually matters, how to assign the right metrics to each role, and how to move from emotional decision-making to data-driven leadership. If you've ever wondered why your P&L says you're profitable but your bank account feels tight… or why your team feels busy but results are inconsistent… this episode will reset how you think about performance. Because if you don't know your numbers, you don't know your business. Key Topics Covered The Final Piece of Operational Clarity Recap of the Conquer the Operational Chaos framework: Week 1: The Operational Hire Week 2: Building Processes Week 3: Core Buyer & Listing Systems Week 4: Measuring What Matters Why growth without tracking leads to internal breakdown How knowing your numbers protects profitability and performance What "Know Your Numbers" Really Means The difference between tracking data and making decisions Why metrics exist to improve leadership — not to create busywork The CEO mindset shift from guessing to measuring The Financial Foundations Every CEO Must Understand Profit & Loss (P&L): Revenue, expenses, and true profitability Balance Sheet: Assets, liabilities, and owner equity Cash Flow: Why profit and cash are not the same Budget vs. Actual: Where silent leaks in your business happen Assigning Metrics to Every Role Every role in your business must have at least one key metric. Why? People want to know what winning looks like Clear agreements eliminate emotional performance conversations Numbers create accountability without friction Metrics vs. Targets (The Critical Distinction) Tracking a number isn't enough. You must define: What is success? What is the agreed target? What happens when we miss? Agreements replace expectations. Expectations create frustration. Agreements create alignment. Leading Indicators vs. Lagging Indicators Lagging indicators: Closings, GCI, volume Leading indicators: Conversations, appointments set, follow-up activity You can't control closings. You can control conversations. John's breakdown: Conversations → Appointments Set → Appointments Met → Agreements Signed → Closings Reverse engineer your goals down to conversations per hour. The Conversations Per Hour Framework This was one of the most tactical moments of the episode. Instead of asking: "How many conversations per day?" Ask: "How many conversations per hour?" Then reverse engineer: How many conversations does it take to set one appointment? How many appointments does it take to sign a client? How many signed clients does it take to close one deal? How many hours per week must be dedicated to outbound activity? When you know this math, success becomes predictable — not accidental. The "Protein, Carbs, and Fats" Principle Borrowed from Blake Sloan: Protein = Conversations Carbs = Appointment Asks Fats = Face-to-Face Meetings You can hit your main metric and still fail if supporting metrics are ignored. One metric matters. But supporting behaviors matter too. Where to Start Don't try to fix everything. Focus on one priority per quarter. If you're spending significant money in one area (Zillow, PPC, mailers, client events), optimize that first. Clarity compounds. Chaos compounds faster. Resources Mentioned Simple Numbers, Straight Talk, Big Profits – Greg Crabtree Financial Intelligence – Karen Berman & Joe Knight Measure What Matters – John Doerr CSU Dashboard / CTE Business Tracking The Growth Centric – Systems Audit with Joel Perso John Kitchens Executive Coaching → JohnKitchens.coach Final Takeaway There are two major breakdowns in most small businesses: They don't know their financial numbers. They don't know how they're allocating their time. If you know your money and you know your time, you control your growth. If you don't — you're guessing. As Joel put it: "If you don't know your numbers, you don't know your business." And as John reinforced: "It's not conversations per day. It's conversations per hour." Measure what matters. Build agreements. Track leading indicators. Execute with clarity. That's how CEOs eliminate chaos. Connect with Us: Instagram: @johnkitchenscoachLinkedIn: @johnkitchenscoachFacebook: @johnkitchenscoach If you enjoyed this episode, be sure to subscribe and leave a review. Stay tuned for more insights and strategies from the top minds. See you next time! 🔥