“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.
Thank you so much for joining us, Herb! Our readers would love to get to know you a bit better. Can you tell us a bit about your backstory?
Thank you! I’ve been an entrepreneur for over 35 years, starting in a family business where I learned invaluable lessons about the realities of running a company. It was there that I experienced both the challenges and rewards of entrepreneurship.
In the early 2000s, I discovered the Scaling Up Performance Platform, a transformative growth playbook. At the time, I was juggling countless responsibilities—sales, marketing, operations—and felt like I was constantly putting out fires. This platform brought much-needed structure to what felt like chaos and allowed me to scale my business while keeping my team engaged and happy. Those experiences motivated me to help others navigate the challenges of scaling by sharing the tools and strategies that worked for me.
What inspired you to focus on scaling and leadership as your key topics?
Scaling and leadership go hand in hand. Without effective leadership, scaling a business is chaotic and unsustainable. Early in my journey, I tried to do everything myself, from making decisions to handling daily operations. It wasn’t long before I realized that approach wasn’t sustainable.
What changed everything for me was building a strong leadership team and learning to delegate effectively. That shift not only allowed my business to grow but also freed me to focus on strategic initiatives. Now, I’m passionate about helping other entrepreneurs achieve similar breakthroughs by developing their leadership and creating scalable strategies.
Why do you think many business owners struggle with scaling?
Scaling is inherently complex, and many business owners find themselves unprepared for the demands it brings. A common issue is trying to do everything themselves. This approach limits growth and leads to burnout.
Another significant challenge is a lack of clarity. Without a structured plan or roadmap, scaling can feel overwhelming and chaotic. Business owners often lack access to the right tools, resources, and support systems, which leaves them feeling stuck. Overcoming these challenges requires education, mentorship, and a willingness to embrace new approaches to growth.
What are the most common barriers to growth that you see?
Several barriers come up repeatedly. The first is the absence of a strong leadership team. Many owners handle everything themselves, which eventually caps the business’s growth.
Another common issue is failing to adapt to change. Scaling requires businesses to evolve with shifting markets, technologies, and customer expectations. Resistance to change often results in stagnation. Finally, financial mismanagement can derail even the most promising businesses. Growth requires careful financial planning and the ability to reinvest in the company strategically.
Can you tell us more about your Scaling Up Collective program?
The Scaling Up Collective is designed for business owners who are ready to grow but need a proven framework to make it happen. The program combines four essential elements: education, coaching, peer learning, and facilitated strategic planning.
Participants gain access to the Scaling Up methodology, which provides a step-by-step roadmap for growth. They also receive executive coaching tailored to their unique challenges, ensuring they can implement the strategies effectively. One of the most exciting aspects of the program is the peer learning environment. Business owners collaborate with others in a similar position, sharing insights, holding each other accountable, and learning from diverse perspectives.
The program also includes facilitated strategic planning sessions, which help participants adapt their strategies to the ever-changing market. It’s a comprehensive, hands-on approach to scaling that equips businesses with the tools and confidence they need to succeed.
What tools do you use to help businesses scale?
We rely on several powerful tools, but two stand out. The Functional Accountability Chart helps identify leadership gaps and ensures that every critical area—sales, marketing, operations, finance, and HR—has strong oversight. This is especially useful for businesses transitioning from a small team to a more structured organization.
The Rockefeller Habits Checklist is another game-changer. It outlines ten habits that drive execution excellence and serve as the foundation for scaling. We work closely with business owners to identify which habits to prioritize based on their current needs and implement them gradually to ensure lasting success.
How important is having a clear purpose when scaling a business?
Purpose is everything. It’s what keeps business owners and their teams motivated during tough times. Scaling isn’t just about increasing revenue—it’s about making a meaningful impact. Without a clear purpose, it’s easy to lose focus and become overwhelmed by challenges.
When businesses reconnect with their purpose, they find renewed energy and direction. Purpose aligns the entire team, strengthens customer loyalty, and transforms scaling from a stressful process into a fulfilling journey.
Can you share an example of a client who found their purpose?
One of my clients was in the natural stone industry. Initially, their focus was on manufacturing and sales, but when they revisited their purpose, they realized their mission was to bring people together. They saw their products—like backyard fire pits and custom home designs—as tools for creating meaningful moments with loved ones.
This shift transformed their approach to business. They became more passionate about their work, and that enthusiasm resonated with customers. Reconnecting with their purpose helped them grow their business while staying true to their values.
What role does leadership play in scaling successfully?
Leadership is the cornerstone of scaling. Without it, a business can only grow so far before it plateaus. Strong leaders provide vision, inspire their teams, and foster a culture of accountability and excellence.
A key part of scaling is building a leadership team that can operate independently. This allows the owner to focus on strategic growth rather than getting bogged down in day-to-day operations. Investing in leadership development is one of the smartest moves a business can make.
How does peer accountability benefit business owners?
Peer accountability is a powerful motivator. When you’re surrounded by other high-performing business leaders, you’re inspired to step up your game. The insights and advice you gain from peers often lead to breakthroughs you wouldn’t achieve on your own.
Collaboration with other business owners also helps you see challenges from new perspectives and fosters a sense of camaraderie. Being part of a supportive peer group creates a dynamic environment where learning and growth happen naturally.
What mindset shifts are necessary for successful scaling?
One of the biggest shifts is transitioning from being a doer to being a leader. This means trusting your team to handle daily operations while you focus on big-picture goals like strategy, innovation, and market expansion.
Another critical mindset shift is embracing continuous learning. Scaling isn’t a one-and-done effort—it’s an ongoing process that requires adaptability and resilience. Owners who are willing to evolve and learn from both successes and failures are the ones who achieve long-term growth.
How can our readers further follow your work online?
The best place to connect is my website, AspireGrowthAdvisors.com. There, you’ll find information about my programs, a free business scaling assessment, and resources to guide you on your growth journey. I’m also active on LinkedIn, where I share regular insights and updates.
Thank you so much, Herb. This has been incredibly insightful and inspiring.
Thank you! It’s always a pleasure to join you. I look forward to connecting again soon!
