17 Rules

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17 Powerful Rules That Will Save, Sustain, and Scale Your Business

By C. Joseph Incrocci with contributions from Michael Lauria

Is Your Business Under Performing or Stuck in Neutral?

These 17 Rules Can Fix That—Fast. From one of Chicago’s top turnaround CEOs, this no-nonsense guide delivers the hard-won rules that have improved the performance of 90% of clients.

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WHAT YOU’LL DISCOVER!

Is your business underperforming, bleeding cash, or struggling to grow? Are bloated inventories, delayed shipments, or stagnant sales becoming the norm? If so, this book is your blueprint for a turnaround.

In 17 Powerful Rules That Will Save, Sustain, and Scale Your Business, veteran CEO and financial strategist C. Joseph Incrocci delivers a straight-talking, execution-driven playbook forged from 50 years of rescuing and scaling privately held companies—many in crisis.

Drawing from real-world consulting engagements, Joe outlines 17 hard-won rules that cut through the noise and zero in on what actually drives performance: creating capacity—in cash, time, space, equipment, and talent—and applying it where it matters most. Whether you run a $15M manufacturing company or a $300M operation, these rules are proven to stabilize your business within 90 days and set it on a path to long-term growth.

You’ll meet “Buckets OEM”, a composite case study based on Joe’s real-life clients, where each chapter shows how a new rule fixes critical failures. From there, you’ll follow two real-world company turnarounds—led by contributor Michael Lauria—showing the rules in action and the staggering gains achieved.

Inside you’ll learn:

  • How to grow market share

  • How most “quick-fix” programs silently bleed cash

  • Why the problem isn’t your people—it’s your process

  • What metrics truly move the needle for profit and performance

  • How to make more with less—of everything

Whether your company is shrinking, stuck, or scaling inefficiently, these 17 Rules are your roadmap to a stronger, leaner, more resilient business. Fast.

No jargon. No fluff. Just results.

WHAT LEADERS ARE SAYING ABOUT THE 17 RULES

"The 17 rules are going to simplify the process and make you more money. That’s what it comes down to.”

— Larry Stark

“Before Joe, we were just trying to survive. After Joe, we had a roadmap for sustainable, scalable growth.”

— Bruce Scott, President/CEO Catty Corporation

“He doesn’t just preach theory—Joe brings real-world, in-the-trenches experience. That makes all the difference.”

— Mike Mendel, President/CEO Mendel Plumbing

Do The 17 Rules Work?

Watch the video to see how real world implementation of the 17 rules turned 3 different businesses into profit generating leaders.

Try Before You Buy—Free Chapter Download

Curious how the rules work? Download Chapter 1 in PDF and audiobook formats to see how Joe diagnoses and turns around real companies—fast.

Download Chapter 1 (PDF)
Listen to Chapter 1 (MP3)

Amazon Book Reviews

Joe is a leading voice on business management and growth. His newest book provides practical and actionable advice for businesses of any size or industry. This book is a must read!

Is your manufacturing business not reaching its full potential? THEN READ THIS BOOK!

This is an easy and important read for any business owner and operator. It’s clear that Joseph Incrocci has used his years of experience to help provide information in a easy to read and use fashion. He understands what owners’ concerns are and addresses them in a way that you can take immediate action items and run your business.

This book was exactly what I needed — a no-fluff, straight-to-the-point guide that cuts through business theory and delivers real-world tools I can use today. 17 Rules is a fast read, but don’t let that fool you — it’s packed with insights that can reshape how you approach capacity, lead time, and operations.

This book is perfect for entrepreneurs and business leaders (or those striving to become). Each of the 17 rules is practical, insightful, and designed to help you stabilize, grow, and future-proof your business.

Great book with a step by step guide on how to maximize your companies sales and profits. This simple but powerful 17 step guide is a proven success formula. I have used these 17 rules in my company as a former President & CEO.

A rare blend of clarity, credibility, and practical wisdom. It reads like a roadmap for anyone serious about driving results—whether you’re launching a startup, stabilizing operations, or preparing to scale.

Joe Incrocci is an incredible businessman. I know this first hand as a lawyer who has seen him in action over a 25-year period. His book gives you all his secrets and provides practical advice and strategies for business owners and managers to improve their operations and achieve sustainable growth.

This book offers a compelling and practical guide to reviving struggling businesses, blending real-world case studies with actionable strategies. 

A Must-Read for Any Business Owner!
This book cuts through the noise and delivers practical, real-world advice. The 17 rules are clear, actionable, and grounded in experience—not theory.

A spectacular business bible by a titan of the industry. This book should be required reading for students and seasoned professionals.

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Buy the Book Today

From one of Chicago’s top turnaround CEOs, this no-nonsense guide delivers the hard-
won rules that have greatly improved the performance of 90% of their clients.

Buy on Amazon
Download Audible

WANT
MORE?

Explore Joe’s Previous Books

Mergers and Acquisitions for First-Time
Sellers & Buyers

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Life Lessons: The Adages, Bromides,
and Just Plain Good Advice I Used to
Run My Business

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C. Joseph Incrocci

Author

With over five decades of leadership experience as a CEO, founder, acquirer, and CFO, C. Joseph (Joe) Incrocci is a trusted advisor to mid-market businesses across the country. Joe has built, turned around, and sold multiple companies, including two lighting firms that grew to $200M in combined revenue. He is a recognized pioneer in implementing Lean Manufacturing principles in privately held firms, and was the subject of a University of Chicago case study for his early adoption of just-in-time production. Today, through Incrocci Business Consulting, Joe helps manufacturers and distributors unlock hidden capacity, restore profitability, and build sustainable growth.

  • 50+ years of experience as a CEO, founder, acquirer, and CFO
  • Led companies from $15M to $300M+
  • Early adopter of Lean Manufacturing featured in a University of Chicago case study
  • Has bought, grown, and sold 70+ companies
  • Author of Life Lessons and Mergers & Acquisitions: A Guide for First-Time Sellers & Buyers

Michael Lauria

Contributor

Michael Lauria is the President of SPI and LI Lighting, two premier U.S.-based commercial lighting manufacturer known for custom solutions and high-performance architectural products. With deep operational experience and a proven track record in manufacturing excellence, Mike has led multiple business transformations using the 17 Rules outlined in this book. His real-world case studies provide compelling proof that operational turnarounds are possible—and often faster than expected—when discipline and strategy align. Mike also brings a deep understanding of sales, product development, and customer experience, making him a valuable partner in both practice and principle.

  • President, SPI and LI Lighting
  • Turnaround expert featured in two real-world case studies in this book
  • Known for greatly improving the performance of the companies he has run
  • Industry leader in manufacturing and innovation

MEDIA & PODCAST INQUIRIES WELCOME

Joe and Mike are open to being interviewed on manufacturing, leadership, and turnaround-focused podcasts, panels, and media outlets.

Media Requests

NEED HELP IMPLEMENTING THE 17 RULES?

Joe and Mike are currently available for:

  • 1-on-1 consulting engagements
  • Speaking and training workshops for your team
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