Not all COOs are built the same. And that’s exactly why so many CEO–COO partnerships fail.
Founders often hire the “wrong” Second in Command — not because the person isn’t talented, but because they don’t match what the business truly needs.
Choosing the right COO isn’t about résumé. It’s about alignment.
Why Companies Hire the Wrong COO
Most CEOs don’t realize that “COO” is a shape-shifting role.
In one company, it means operations and execution. In another, it means finance and systems. In a third, it’s culture and people.
The mistake is assuming one type of COO can do it all. That’s like expecting your CFO to run sales and HR.
Before you hire, you need to know what kind of COO your company actually needs right now.
Type 1: The Builder
The Builder COO thrives in chaos.
They’re operators who love structure — process junkies who turn vision into systems. They come in when the company is scaling fast and needs discipline. They build dashboards, define metrics, and create clarity.
Perfect for:
- Fast-growth startups
- Founder-led companies moving from hustle to structure
- Teams that need process without bureaucracy
The Builder is the one who takes your big vision — and makes it executable.
Type 2: The Stabilizer
The Stabilizer COO brings calm to the storm. They’re experts in consistency, culture, and accountability. When growth has already happened, but execution is uneven, they tighten things up.
They protect what’s working and refine what’s not.
Perfect for:
- Companies between $10M–$100M in revenue
- Teams that need operational maturity
- CEOs who want sustainable, predictable growth
The Stabilizer doesn’t just build — they balance.
Type 3: The Scaler
The Scaler COO is a strategic partner — part operator, part architect. They think like a CEO, but act like a systems engineer.
Scalers thrive when the company is ready to expand into new markets, new lines of business, or acquisitions. They’re masters of complexity and organizational design.
Perfect for:
- Global or multi-division companies
- CEOs preparing for major expansion
- Organizations where the next leap requires deep alignment
The Scaler doesn’t just run the business — they redesign it for growth.
How to Choose the Right One
Here’s the rule:
Don’t hire the COO you want — hire the one your company needs right now.
Ask yourself:
- What are my biggest operational gaps?
- Where do I spend the most time as CEO?
- Do I need a fixer, a finisher, or a future-builder?
Once you know that, the right candidate becomes obvious.
The Bottom Line
Hiring a COO isn’t about adding another executive — it’s about finding your counterpart.
The one who complements your strengths, covers your blind spots, and makes your company run like a machine.
Get that match right, and you’ll finally have the freedom to focus on the vision — while your Second in Command drives execution.
Learn how to find, hire, and lead the perfect COO for your stage of growth.
Get your copy of The Second in Command — Cameron Herold’s definitive guide to unlocking growth through the right CEO–COO partnership.