
The Second in Command
Unleash the Power of Your COO
By Cameron Herold
Published 01/2023
About the Author
Cameron Herold, often referred to as “the CEO whisperer,” is a serial entrepreneur, business coach, and author. He gained recognition as the COO of 1-800-GOT-JUNK?, where he helped grow the company from $2 million to over $100 million in revenue in just six years. Herold has since founded the COO Alliance, a training network for COOs, and the Second in Command podcast. His other best-selling books include "Double Double," "Meetings Suck," "Vivid Vision," and "Free PR." Herold’s extensive experience in coaching CEOs and COOs has made him a sought-after expert in business leadership.
Main Idea
"The Second in Command" by Cameron Herold discusses the crucial role of the Chief Operating Officer (COO) in a company. Herold explains how a COO can complement the CEO by taking charge of areas where the CEO may lack expertise or focus. The book covers the importance of hiring the right COO, integrating them into the company, and understanding the different types of COOs and their roles.
Table of Contents
- Introduction
- What Is a COO?
- Types of COOs
- The Roles of COOs
- What COO Do You Need?
- How to Find a COO
- Integrate Your COO
- Building Your Rapport
- When to Let Go
- Conclusion
What Is a COO?
Traditionally, the term COO stands for Chief Operating Officer. However, Herold redefines the role, stating that a COO should be the second-in-command who takes charge of areas the CEO cannot handle, either due to lack of expertise or the need to focus on other aspects of the business. The COO should complement the CEO's skills, creating a balanced leadership team.
"A COO should thrive in all the areas that you don't, so together, you create a complete picture." - Cameron Herold
COO Responsibilities
- Managing daily operations while the CEO focuses on long-term strategy.
- Overseeing departments such as marketing, finance, and HR to ensure alignment with the company's goals.
Types of COOs
Herold identifies seven main types of COOs, each suited to different business needs and CEO personalities.
The Executor
This COO focuses on details and short-term achievements, turning the CEO's vision into reality through actionable strategies.
"Their primary role is to listen to the CEO’s vision and identify short-term goals, strategies, and actions to make that vision reality." - Cameron Herold
- COOs who streamline operations to improve efficiency and productivity.
- Implementing new processes to achieve quarterly business targets.
The Change Agent
This COO acts as a catalyst for change within the organization, often brought in to drive cultural shifts or significant growth phases.
"This COO functions as a catalyst for change inside the organization." - Cameron Herold
- Leading a company-wide digital transformation initiative.
- Revamping corporate culture to improve employee engagement and retention.
The Mentor
Typically older and more experienced, this COO serves as a teacher and guide to the CEO, helping navigate new challenges.
"This COO is usually older and more experienced than the CEO, and their role is to serve as a teacher." - Cameron Herold
- Providing strategic advice during a merger or acquisition.
- Helping the CEO develop leadership skills and decision-making abilities.
The Other Half
This COO complements the CEO by covering the CEO’s weak spots, creating a balanced and effective leadership team.
"The primary role of this COO is to cover the CEO’s weak spots while balancing out and complementing their personality." - Cameron Herold
- A COO with strong financial expertise supporting a CEO focused on innovation.
- A detail-oriented COO ensuring operational excellence while the CEO drives vision and strategy.
The Partner
This COO shares equal responsibility and authority with the CEO, acting as a true partner in running the company.
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