BUSINESS COACHING AND GROWTH SYSTEMS FOR SCALING UP!
Unlocking Business Growth: Insights from Herb Cogliano on Scaling, Leadership, and Strategy
Herb Cogliano reveals the keys to sustainable business growth, from building strong leadership teams to staying purpose-driven while navigating the challenges of scaling.
“Every business owner deserves the company of their dreams—one that works for them, not the other way around. Scaling isn’t just about growth; it’s about creating a sustainable, purpose-driven business that you’re proud to lead.”
– Herb Cogliano
Scaling a business is one of the most rewarding yet challenging endeavors an entrepreneur can undertake. It requires a delicate balance of leadership, strategy, and adaptability, along with a strong sense of purpose to navigate the complexities of growth. Herb Cogliano, a seasoned entrepreneur with over 35 years of experience, has dedicated his career to helping business owners unlock their potential and achieve sustainable success. As the founder of Aspire Growth Advisors and a leading authority on the Scaling Up Performance Platform, Herb combines practical tools, proven strategies, and a passion for leadership development to guide entrepreneurs on their growth journeys.
In this insightful conversation, Herb shares his expertise on overcoming common barriers to scaling, building strong leadership teams, and staying connected to the “why” behind your business. From actionable advice to inspiring stories of transformation, Herb offers a roadmap for business owners who are ready to take their companies to the next level. Whether you’re just beginning to scale or looking to refine your approach, this interview is packed with valuable takeaways to help you turn challenges into opportunities and create the business of your dreams.
moreDiscover Your Best Option for Scaling Your Business: Based On Your Business Size & Needs
Scaling up a business requires vision, strategy, and the right tools. With so many paths to success, selecting the best approach for your unique needs can feel overwhelming. Fortunately, the Scaling Up Performance Platform offers various programs and tools, tailored to support businesses at all levels. Whether you’re a disciplined self-starter or a CEO looking for ongoing expert guidance, there’s an option for you. Let’s explore each option, including the budgets and specific outcomes to help you scale efficiently and effectively.
1. DIY Approach – Ideal for Self-Directed Teams
Budget: $20 - $200
If you and your team are highly disciplined and can implement tools independently, the DIY approach is an excellent, cost-effective option. Starting with the "Start to Scale" book, available for under $20, and progressing to comprehensive guides like Scaling Up and 12 Habits of Valuable Employees, this option gives you the foundational insights to build scaling strategies at your pace.
What’s Included:
- The book Start to Scale
- Scaling Up and 12 Habits of Valuable Employees
- One-page tools and open-source resources for easy implementation.
moreBuilding the Valuation of Your Business Using the Cash Flow Story and Power of One
As a Scaling Up business coach, one of the key areas I focus on is helping companies grow not only in terms of revenue but also in value. Business valuation is a crucial indicator of success, particularly if you're aiming for long-term growth, attracting investors, or planning an eventual exit. One of the most powerful tools to aid in building your business's valuation is the Cash Flow Story tool, complemented by the Power of One concept, both outlined in Verne Harnish Harnish's book Scaling Up.
In this article, I'll explore how you can use these tools to increase the value of your business, ensure financial health, and unlock sustainable growth. As a special offer, I’m also providing a complimentary 1-hour Scaling Up Financial Health Check and Power of One Review. If you're interested, feel free to email me directly at herb@aspiregrowthadvisors.com.
The Cash Flow Story: A Comprehensive Financial Narrative
moreCreating a Shared Vision for Your Business Using the One Page Strategic Plan
In the fast-paced world of business, having a clear and shared vision is essential for scaling up successfully. Without a cohesive plan, it’s easy for leadership teams to lose sight of the long-term goals, get bogged down by daily challenges, or face misalignment on priorities. One of the most powerful tools for creating this shared vision is the One Page Strategic Plan (OPSP), outlined in Verne Harnish's book Scaling Up.
As a Scaling Up business coach, I’ve witnessed the transformative power of this tool in aligning leadership teams, defining clear business objectives, and setting actionable steps toward success. In this guide, I will walk you through the process of creating a shared vision for your business using the OPSP framework, helping you and your team get aligned on the path to growth.
Why the One Page Strategic Plan?
The One Page Strategic Plan (OPSP) condenses your company’s strategy into a single, easy-to-understand document. This ensures that everyone in your organization—from leadership to frontline employees—understands where the company is headed, why it’s going there, and how their daily actions contribute to achieving these goals. The clarity and simplicity of the OPSP allow companies to focus their energy on what truly matters, cutting through the noise of complexity that can often derail strategic execution.
moreHow Job Scorecards Can Transform Your Business: A Game-Changer for Performance and Growth
As a business leader, you know that hiring and retaining top talent is key to achieving sustainable growth. Yet, many businesses struggle with ensuring their team is aligned, productive, and fully equipped to meet the company’s strategic goals. One powerful tool that can help you overcome these challenges is the job scorecard. If you're unfamiliar with job scorecards or haven't implemented them in your business yet, you're missing out on a proven methodology that can significantly boost both individual and organizational performance.
What Are Job Scorecards?
A job scorecard is a strategic tool that defines the mission, key performance indicators (KPIs), and required competencies for any given role. Unlike traditional job descriptions, which often focus solely on duties and responsibilities, job scorecards take a results-oriented approach. They outline measurable outcomes, and the specific competencies needed to achieve those results, ensuring that everyone—from employees to leadership—understands exactly what success looks like.
Job scorecards are particularly valuable when combined with proven hiring methodologies like TopGrading and growth strategies such as Scaling Up. These tools ensure that your team is not only competent but also aligned with your company’s broader goals.
moreScaling Up and Ironman Training: The Ultimate Marathon for Business Growth
If you’ve ever thought about training for an Ironman, you know it requires intense commitment, long-term planning, and relentless execution. Scaling a business using the Rockefeller Habits is much like preparing for this endurance race. Both journeys demand discipline, clear strategy, and constant refinement of skills. Here’s how my own Ironman training experience reflects the same principles that power business growth.
1. Vision & Goal Setting: The Why Behind It All
The Ironman journey started for me in October 2023 when I watched my son Chris race in Panama City, Florida. The seed was planted then, and by November, I kicked off my training with a clear vision of crossing the finish line. I got buy-in from my family, especially my wife Lori, hired a coach, and built a support system. Just like training for an Ironman, every business must have a BHAG (Big Hairy Audacious Goal) that inspires and aligns the team. In Habit 1 of the Rockefeller Habits, executive team health starts with a clear vision of where the business is headed. In Ironman training, each workout, diet choice, and mental practice is geared toward the finish line. Similarly, in business, every meeting, initiative, and decision should move you closer to your ultimate goal. The “why” behind Ironman or scaling a company serves as the fuel that drives endurance during tough times. Without a powerful vision, there’s a risk of faltering under the pressure. Whether it's a business or Ironman, keep your eyes on the prize — the finish line.
moreUnlocking Your Company’s Potential with the Vision Summary Tool
As a 20+ year CEO scaling up practitioner and certified Scaling Up coach, I’ve witnessed firsthand the power of strategic planning in transforming businesses. One of the most potent tools in the Scaling Up toolkit is the Vision Summary. This tool is designed to align the leadership team around a clear, concise vision and strategy, creating a roadmap that guides the organization towards its long-term goals. In this article, I will dive into the importance of the Vision Summary tool, its components, and how it can be effectively utilized to scale your business.
The Importance of the Vision Summary Tool
The Vision Summary is not just a document; it’s a strategic tool that serves as the foundation for your company’s growth. It distills the essential elements of your company’s vision and strategy into a single, actionable page, ensuring that every member of your organization understands where the company is headed and how it plans to get there.
The Vision Summary plays a crucial role in aligning your team. When everyone in the organization is on the same page—literally and figuratively—it reduces misunderstandings, minimizes conflicts, and ensures that all efforts are directed towards the same goals. This alignment is particularly vital in fast-growing companies where the complexity of operations can easily lead to fragmentation and miscommunication.
moreThe Essential Roles of an Owner and CEO in Scaling a Business: Strategy, Leadership, Capital Allocation, and People
In the dynamic landscape of entrepreneurial ventures, the dual role of an owner and CEO is both a privilege and a profound responsibility. This intersection, where leadership meets vision, is where the true value of a business is cultivated and grown. For small to mid-market businesses, where the owner often wears the CEO hat, understanding the core responsibilities of this role is not just beneficial—it's critical for sustained growth and success.
The Paramount Job of the Owner: Business Valuation
At the heart of an owner's mission is the enhancement of business valuation. This isn't just about the financial worth but also involves the intrinsic value provided to customers, employees, and the community. It’s a comprehensive view that goes beyond the balance sheets to assess the real impact of the business on its ecosystem.
The Four Essential Pillars of a CEO's Role
1. Strategy: Setting the Course through Marketing Strategy
The cornerstone of a CEO's job is to develop and refine the business strategy, which is fundamentally a marketing strategy. Aligning your 4 Ps of marketing—Product, Price, Place, and Promotion—to address the biggest constraints facing your industry is key to unlocking growth potential. This strategic alignment should be designed to overcome obstacles that prevent your business from achieving its full potential. The most critical Key Performance Indicators (KPIs) to monitor in this area are topline revenue and gross margin growth, aiming to achieve at least 2x industry growth. This approach ensures that your strategy is not just a plan on paper but a dynamic, actionable roadmap to success.
moreGearing Up Your Team for a Strong Finish in Q4
As we approach the final quarter of the year, the pressure to finish strong is more intense than ever. Whether your team has been hitting targets consistently or struggling to keep up, Q4 represents a critical opportunity to consolidate gains, recover lost ground, and set the stage for a successful year ahead. As a 20+ year CEO scaling up practitioner and a certified Scaling Up coach, I’ve guided numerous teams through the challenges of the final quarter, and I can confidently say that preparation and focus during this period can make or break your year.
The Importance of a Q4 Focus
The fourth quarter is often a time of reflection, but more importantly, it's a time for action. It’s when businesses need to align their strategies, push through obstacles, and achieve the goals they set out to meet at the beginning of the year. The ability to finish strong in Q4 doesn’t just impact your year-end results; it sets the tone for the following year, influencing everything from employee morale to customer satisfaction.
Steps to Gearing Up Your Team for Q4
1. Revisit and Realign Your Goals
Before diving into the final quarter, take a step back and review the goals you set at the start of the year. Have you achieved your milestones? Are there any areas where your team has fallen behind? Use this review to realign your focus, ensuring that every team member is clear on what needs to be achieved in the coming months.
moreCrafting a Leadership Creed: Guiding Principles for Exceptional Leadership
Leadership is more than a position or a title; it is an attitude, a set of beliefs, and a way of life that drives individuals and organizations to excellence. As a 20+ year CEO scaling up practitioner and certified scaling up coach, I have witnessed firsthand the transformative power of a well-defined leadership creed. A leadership creed articulates the core values, principles, and behaviors that define exceptional leadership within an organization. It serves as a compass, guiding leaders at all levels towards a unified vision and fostering a culture of continuous growth and development.
In this article, we will explore the essential components of a leadership creed, drawing insights from my experience and the exercise instructions provided. By the end, you will have a clear understanding of how to craft a leadership creed that inspires and energizes your team, driving your organization towards industry-leading status.
Understanding the Importance of a Leadership Creed
A leadership creed is a declaration of the beliefs and principles that guide leaders in their actions and decisions. It is not merely a set of rules but a deeply held philosophy that shapes the culture and ethos of an organization. A well-crafted leadership creed serves several vital purposes:
moreMastering Meeting Rhythms: A Key to Scaling Up Success
In the dynamic world of fast-growing businesses, the rhythm of meetings is pivotal. Establishing a structured cadence ensures alignment, fosters accountability, and accelerates decision-making. As a seasoned CEO scaling up practitioner and certified Scaling Up coach, I have witnessed the transformative power of well-executed meeting rhythms. Let’s delve into the critical components of effective meeting rhythms and their profound impact on organizational growth.
Daily Huddles: Synchronize and Mobilize
Purpose and Structure:
Daily huddles are brief, standing meetings lasting 7-15 minutes. They are essential for daily synchronization and provide a pulse-check on immediate issues. Their primary purpose is to evaluate progress on short-term priorities and identify obstacles that need immediate attention.
Key Components:
- What’s Up: Share relevant news or updates.
- Quarterly Individual Priority KPIs: Track each team member’s progress on key performance indicators.
- Stucks: Discuss any issues preventing forward movement.
- Top Priority: Each team member commits to their most crucial task for the day.
Unlocking the Power of Talent Assessment: A Guide for Business Leaders
In the fast-paced, ever-evolving business landscape, having the right talent in the right roles is paramount for sustained success. As a 20+ year CEO scaling up practitioner and certified scaling up coach, I have witnessed firsthand the transformative impact of robust talent assessment practices. Leveraging insights from the Aspire Talent Assessment Manager Guide, this article delves into the importance of talent assessment and provides a comprehensive framework to help leaders effectively evaluate and develop their teams.
Why Talent Assessment Matters
Talent assessment is more than a quarterly checkbox activity; it is a strategic tool that drives organizational growth, enhances employee engagement, and aligns talent with business goals. Regular and structured assessments help to:
- Recognize and retain top performers (A players).
- Identify and develop potential leaders (B players).
- Address performance issues proactively (B/C and C players).
- Foster a culture of continuous improvement and accountability.
The Talent Assessment Framework
The Aspire Talent Assessment Manager Guide outlines a systematic approach to evaluating employee performance and potential. This framework ensures that assessments are fair, comprehensive, and actionable.
moreExecutive Coaching: The Gateway to Unparalleled Business Leadership!
In the ever-evolving business landscape, executive coaching has emerged as a pivotal tool for cultivating high-caliber leaders. This specialized form of coaching transcends traditional training methods, offering personalized guidance to enhance an executive's leadership skills. With companies constantly seeking a competitive edge, investing in certified executive coach services has become increasingly popular.
moreExecutive Coaching: Elevating Leadership Excellence
In today's dynamic corporate world, executive coaching has become a vital tool for empowering leaders. This specialized coaching process is designed to maximize the potential of individuals in key leadership roles.
moreExecutive Coaching: Enhancing Global Leadership Competencies
In a globalized business world, executive coaching plays a pivotal role in developing leaders with the skills and perspectives necessary to lead across cultural and geographical boundaries.
moreExecutive Coaching: Fostering Ethical Leadership in the Corporate World
In an era where ethical leadership is more important than ever, executive coaching plays a critical role in shaping leaders who not only drive success but also uphold integrity and ethical standards in the corporate world.
moreExecutive Coaching: Unleashing Leadership Potential in Challenging Times
In an era marked by unprecedented challenges, executive coaching has become a crucial tool for leaders seeking to navigate these complexities. It provides the guidance and support necessary to unleash their full leadership potential.
moreExecutive Coaching: Mastering Leadership in a Digital Age
In a digital age where technology and innovation shape the business landscape, executive coaching has become crucial for leaders to stay ahead. It's a strategic tool that equips leaders to navigate the complexities of digital transformation effectively.
moreExecutive Coaching: Empowering Leaders for Tomorrow's Challenges
Executive coaching is pivotal in preparing leaders for the dynamic challenges of the future. It's a strategic investment that molds visionary leaders capable of steering their organizations through uncertainty and change.
moreExecutive Coaching: A Catalyst for Extraordinary Leadership Transformation
Executive coaching has become a cornerstone in the development of exceptional leadership. It's a strategic tool that transforms good leaders into great ones, fostering a culture of excellence in organizations.
moreExecutive Coaching: Navigating the Challenges of Modern Leadership
In an era where business dynamics are constantly shifting, executive coaching has become an essential tool for navigating the complexities of modern leadership. This personalized form of development is geared towards empowering leaders to excel in their roles and drive organizational success.
moreThe Transformative Power of Executive Coaching for Organizational Success
In the rapidly evolving corporate world, the role of executive coaching has become increasingly significant. This specialized form of personal development is designed not just for individual growth, but for catalyzing wide-reaching organizational transformation.
moreNewsletter Signup
Many Companies Start Up… Only a Few Scale Up!

People
Attract and keep the right people to drive your company towards achieving your goals.
Q: Would you enthusiastically rehire everyone on your team?
The People Decision is about creating a harmonious culture of acountability.
Q: Does your company have the right people in the right roles doing the right things to drive your company towards achieving your goals
Learn to attract and keep the right people by:
- Ensuring you have a high-performing leadership team that is focused on the right priorities and with ownership of the core processes that are vital to your success.
- Assessing your talent so you have high performing A-players who fit in with your culture and are highly productive.
- Building a culture where your managers know how to grow and retain top talent.

Strategy
Create a truly differentiated strategy that will drive sustainable growth and set you apart from the competition.
Q: Do you have a differentiated strategy that is driving sustainable growth?
The Strategy Decision is about strong topline revenue growth.
Q: Thinking about your company's strategy, can you state it simply, does everyone understand it, and is it driving sustainable growth?
Work with us to create a truly differentiated strategy by:
- Solidifying your 3-5 year plan so you know what markets you will dominate and how you will get there.
- Strengthing your uncommon offering to satisfy your core customer's needs and fears.
- Identifying marketplace trends and make sure you have an innovation process to sustain long term revenue growth.

Execution
Get your whole company aligned and working efficiently with flawless execution of your initiatives.
Q: Is your whole company aligned and working efficiently toward your goals?
The Execution Decision is about converting hard-earned revenue efficiently into profit.
Q: Are all the processes in your company running smoothly, without drama, and driving industry-leading profitability?
Let us help you learn how to drive flawless execution by:
- Identifying the priorities upon which everyone should be focused to achieve your annual plan.
- Choosing balanced metrics to generate the desired positive impact without harming another area of the company.
- Establishing swift and efficient communication flow to speed up your business and ensure alignment.

Cash
Identify and maintain consistent sources of cash to fuel your company's growth.
Q: Do you have consistent sources of cash to fuel growth?
The Cash Decision is about having sufficient, perhaps abundant cash to have options and make wise decisions.
Q: Are you generating enough cash so you're not overly dependent on outside financing sources?
Learn how we identify sources of cash you might not have even known you have by:
- Shortening the time it takes to get from sales proposal to cash in the bank.
- Identifying your most profitable products/services and which ones are dragging you down.
- Working to improve the 7 key financial variables you can directly influence to strongly impact cash flow.
Contact Aspire Growth Advisors Today

Herb Cogliano
- Managing Partner
- 781-953-3355
- herb@aspiregrowthadvisors.com
- Contact Us
