One Role. Different Operating Styles
Many CEOs assume a COO is a fixed role. In reality, the role evolves with the stage of the business.
In The Second in Command, I break down how different COO styles align with different needs. Over the years, I have seen companies struggle not because they lacked talent, but because they hired the wrong type of operator for their stage.
The question is not whether you need a COO.
It is which type you need right now.
Why Misalignment Happens So Often
Companies grow, but role expectations often stay static.
I have worked with founders who hired an executor when they needed a strategist. Others brought in a mentor when the business required operational control. In both cases, the result was the same. Friction increased and execution slowed.
This is not about capability.
It is about alignment with context.
The Five COO Types and When They Work
Each COO style creates a different kind of leverage depending on where the company is.
The most common types include:
- The Executor who drives results through discipline and follow through
- The Change Agent who leads transformation during periods of shift
- The Mentor who develops leaders and strengthens the team
- The MVP who fills critical gaps across functions in early stages
- The Partner who acts as a true counterbalance to the CEO
Each type solves a specific problem.
Each becomes a constraint at the wrong time.
The Bottom Line
There is no universal COO.
There is only the right COO for your current stage.
If your COO is not delivering, the issue may not be the person. It may be a mismatch between what your business needs and how the role is defined.
Read The Second in Command and learn how to identify the right COO profile, define the role properly, and build a partnership that drives execution at scale.
