How to Let Your Customers Break the Rules

Learn How to Cut the Red Tape Forever
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Instructed by Chuck Wall Business / Operations
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  • Lectures 15
  • Length 35 mins
  • Skill Level All Levels
  • Languages English
  • Includes Lifetime access
    30 day money back guarantee!
    Available on iOS and Android
    Certificate of Completion
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About This Course

Published 12/2013 English

Course Description

Most companies still operate as if they control their customers. But, in today’s market, it’s really the other way around. In fact, there’s a new boss in town, named Customer CEO. This course is based on Chuck Wall’s book, Customer CEO: How to Profit from the Power of Your Customers.

People hate rules. The more there are, the more they want to break them. They also resent it when they feel that rules are unfairly applied. If you must have rules, couldn’t they be more fun? Customers resent the show of power by organizations, particularly if they believe the rules are unfair or unnecessary. Customers love companies that don’t take themselves too seriously. Learn to engage customers by adding sheer joy to your business, and you will profit by making that a competitive advantage for your company. That’s the secret of the Power of Rebellion.

This course will help you better understand how some brands are using the Power of Rebellion to dramatically outperform their rivals. Case studies from Dos Equis Beer, musician Andre Rieu, Harley Davidson, Big Ass Fans, and Red Bull will inspire you to break the rules, too. You will also work through two hands-on exercises to better understand how the Power of Rebellion can help differentiate your company.

Every student who successfully completes this course will receive a Certificate of Completion.

We look forward to sharing much more about the Power of Rebellion with you!

What are the requirements?

  • There are no special requirements for any additional software or other materials for this course.

What am I going to get from this course?

  • The objective of this course is to help participants better understand why companies need to cut the red tape to let customers break the rules.
  • Participants will be introduced to Chuck Wall’s Customer CEO Power of Rebellion framework and tools. Students will review case studies about Dos Equis Beer, musician Andre Rieu, Harley Davidson, Big Ass Fans, and Red Bull. They will complete the Break the Rules Brainstorm session and the Power of Rebellion Power Check exercise.
  • Upon course completion, participants will have the knowledge and tools needed to begin to see their current and future customers in an entirely new light.

What is the target audience?

  • If you work with customers and are interested in the topics of marketing, market research, sales, customer service, and strategy, this course is for you. It will help you have a deeper understanding of today’s changing and more demanding customer.

What you get with this course?

Not for you? No problem.
30 day money back guarantee.

Forever yours.
Lifetime access.

Learn on the go.
Desktop, iOS and Android.

Get rewarded.
Certificate of completion.


Section 1: Introduction

Chuck Wall explains that while most people want to break the rules, companies resist handing over control to their customers. In today’s market, that’s a big mistake.


Chuck shows a vivid example of how one brand upended their competition by making breaking the rules a central point to win and retain customers.


Here are three simple rules you can use to write better ones.

Section 2: Break the Rules

Chuck leads you through a comprehensive exercise to discover at least fifty ways to let customers break your rules.

1 page

Download this important tool for your review and use.

Section 3: Deep Dive

Chuck shows how one great American brand, Harley Davidson, became their market leader by building and encouraging a culture of rebellion.


Chuck reveals the secret behind one rebellious company that transformed a sleepy industry.


Great brands instinctively understand that breaking the rules is a mutually rewarding principle of doing business. By embracing the Power of Rebellion it sets you apart and everyone wins.


Chuck explains how every company has a choice to make: be boring or a rebel.

Section 4: Case Studies

Here’s how one small import beer broke all the rules to engage their customers.

4 pages

Download this document to accompany the audio case study.


Here’s the story of how one man reinvented a dying industry by letting customers break all the rules.

4 pages

Download this document to accompany the audio case study.

Section 5: Power Check

Join Chuck at the white board to score how you do with the Power of Rebellion.

3 pages

This is the downloadable workbook to work through your Power of Rebellion breakout session.

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Instructor Biography

Chuck Wall, Author, Speaker and Entrepreneur

Chuck Wall is Founder and CEO of MarketPower Group, a business growth consultancy based in Austin, Texas. He advises leading brands that their most important business opportunity is hidden in plain sight: knowing their customers better. The evidence is clear: brands that truly understand their customers increase revenue, grow market share, save money, strengthen relationships and drive profit.

Chuck is an expert in understanding the unmet needs of customers having interviewed over 100,000 of them across many industries. He’s an advisor to major global brands. He is also the author of two books, Customer CEO and Stop, Look and Listen (Bibliomotion 2013).

Chuck is also a longtime entrepreneur, having launched and run seven companies across multiple industries including manufacturing, radio, advertising, technology, and consulting. He actively blogs and contributes to leading publications like Forbes and Fast Company. He regularly speaks and leads seminars for business groups, trade associations, and corporations.

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