Herb Cogliano
Founder and Executive Coach | Aspire Growth Advisors
Boston, MA, United States
About
Herb Cogliano helps founders of $3M to $50M companies build the leadership team to reach $100M and end founder dependency. Most have built something real and now find that everything still runs through them. His work moves a founder from operator to architect: building a leadership team that runs the business, so the founder can lead it, work on it, or win back time for family, health, and life. He calls this Founder Independence. It is also the title of his book, with a foreword by Verne Harnish, publishing in early 2027.
Herb is a Certified Scaling Up Coach and a Certified Exit Planning Advisor (CEPA). He uses the Scaling Up tools where they serve that goal, including the One-Page Strategic Plan, the Function Accountability Chart, and the Four Decisions. To them he adds his own: written decision rights, guardrails that make autonomy safe, and a plan for handing off control one function at a time. Much executive coaching centers on the founder's own leadership. Herb's work centers on the structure around the founder, so the company performs and grows whether or not the founder is in the middle of it. That keeps every option open, whether the founder wants to stay and scale, hand off to the team, or sell one day.
He brings an operator's mindset. For nearly four decades, he has worked inside founder-led companies, as a two-time founder and as CEO of Sullivan & Cogliano, the family business his father founded in 1966. Over 52 years, it grew across staffing and education, made the Inc. 5000 three times, and was recognized as a Best Place to Work. Herb learned firsthand what it costs when a company depends on its founder, and what it takes to build the leadership team that changes that.
What founders get from the work:
• A leadership team that owns decisions, with decision rights in writing
• A business that keeps performing when the founder steps back
• A 90-day focus and a meeting rhythm the team runs on its own
• Time back for family, health, and life
• Every option kept open: stay and scale, hand off to the team, or sell one day
Engagements start with a diagnostic, not a pitch. Herb names the one or two constraints that keep the business dependent on its founder, then works with the founder, and often the leadership team, on a 90-day focus inside a 12-month engagement. He takes on a small number of companies at a time and works with founders across the US.
If your company still runs through you, start with a conversation.
Professional Highlights
Certified Scaling Up Coach
Certified Exit Planning Advisor (CEPA), Exit Planning Institute
Author, Founder Independence, foreword by Verne Harnish (early 2027)
30+ founder-led companies and 150+ leadership team members coached one-on-one
Former lead instructor, Scaling Up Master Business Course (Growth Institute), six-plus years, teaching hundreds of CEOs and leadership teams
Client results include profits up 4.5x, revenue tripled, and revenue up 79%
Two-time founder; former CEO of Sullivan & Cogliano, a 52-year family business
Inc. 5000 honoree three times; recognized as a Best Place to Work
MBA
Boston College Carroll School of Management Board of Advisors
Personal Highlights
Ironman Wisconsin finisher
Black belt, Kenpo Karate
Certified open-water diver
Coaching Regions
US - Midwest
US - Northeast
US - Southeast
US - Southwest
US - West
Industry of Expertise
Building/Construction
Coaching/Business Consulting
Computer/IT/Software Development
Logistics/Transportation
Manufacturing/Production/Operations
Medical/Health
“Our business journey has been like climbing Everest. We have been in high-growth mode for some years and we realized that, in order to go to the next level, it was time for us to seek expert guidance. Since engaging with Herb, our revenue growth has tripled! Rather than playing fast and loose as we had traditionally done, we are now operating under appropriate protocols that are essential for us to sustain our growth at scale. Herb has a remarkable gift for helping us to cut through the clutter and get to the heart of matters that, at first, may seem overwhelming. We have had many ‘stucks’ along the way that, at times, confounded us. Herb, with his depth and breadth of knowledge, is able to guide us – with great kindness and patience – drawing on his expansive, real-world experience. We would enthusiastically recommend Herb to others. For companies who wish to scale, Herb is like a trusted sherpa – with confidence we literally put our business-life in his hands as he guides us – ever steadily – as we scale our Everest reaching ever greater heights. And the journey has been breathtaking! If you think you can go it alone – perhaps you ought to reconsider. Herb is the ‘essential element’ and coach to guide any organization that is endeavoring to scale.”
— Greg Dewald, Founder & CEO, Bright!Tax
“Herb has been coaching myself and Joint CEO Grace Thomson for the last 2 years. We started working with Herb just after assuming the role of Joint CEOs of a multi-million dollar health care, labour hire agency. This company was my mothers and we assumed the role immediately after her unexpected passing in early 2021. When I began in this role I was still in the midst of grieving the loss, while trying to assimilate to this high responsibility at the age of 24. To summarize, Herb had his work cut out for him to make me into a CEO while I was still learning the role and re-assimilating to the company I had worked for in years past. His knowledge of the scaling up methodology is unbeatable, this, combined with years of experience as an executive, personal experience working in family business, his wisdom and his humble way of being has meant that I was protected from many of the natural pitfalls of a new CEO, particularly an inexperienced one. He always ensures he is available in a crisis, and despite all contact having been from across the world, I’ve never felt that distance. His advice has always been methodical, tested and understated, which is generally how the best advice always comes. Most of all, I think Herb’s confidence in Grace and I to be great leaders has been in turn, what has made us into the best leaders we can be. He will always challenge us to do better but he is always aware of the demands on a CEO. His number one desire is to move you as the CEO towards working on the business, and have the systems in place to support this through and through. Every step we’ve taken on this scaling up journey with him has lifted up our company another level. Since we began working with him we have increased business by 200%. I think that speaks for itself.”
— Bell Thomson, Joint CEO, Caring For You Nursing Agency
“When Herb started coaching us we were distracted, the management team was rowing in different directions and we were at odds as to how to take the business forward. Since working with Herb, the business has changed for the better, we have a clearer focus, we know what we are working towards and we now know how to get there. We have become better at uncovering our constraints and attacking them head on. Our management team has started rowing in the same direction and I am really excited about this next year. I appreciate how Herb has really helped me in my current Managing Director seat, he has taught me to be more focused on what is important and has made me a better manager of people, he has really strengthened me to talk straight and work to develop people. When Herb is helping with our team meetings, he brings the entire group to the same conclusion – always keeping the main thing, the main thing. If you are distracted, lacking direction and focus and don’t seem to be getting results, Herb can help you turn that all around to be focused and to get results. He has really helped us bring many individual managers together to be a team of hard working, productive A players. You won’t regret it, If Herb finds a synergy and he is willing to take you on as his client because he can help you – trust him. He doesn’t take on clients he can’t help.”
— Russell Devenish, Managing Director, Truspace Office Design & Construction
"Herb is a straight shooter, get 'er done, but done with heart and purpose, kind of guy. We worked with Herb to implement the Scaling Up system and integrate it into the day-to-day work of our business. His coaching was transformative, helping us move from frenzied to purposeful actions. The fabric of our business has been changed through the wisdom, structure, and discipline that Herb helped us weave into our daily lives. If you're looking for a business coach to help you level up, look no further."
— Donloree Hoffman, Director at Truspace and CDI Spaces
“Emily and I are husband & wife founders and we never had a business coach before Herb. We hesitantly engaged with him as our cashflow was negatively affected by the pandemic and that he seemed so far away, we are based in the Philippines and he is coming from the other side of the world. Looking back, I wish we had him early on in our 15 years leading our company. Herb has been pivotal in keeping us positive, focused, and disciplined resulting to continuous business growth and positive cash flow in spite of the difficult economic recession. He has mastery of Scaling Up and related tools that he brings out from his bag… like a highly skilled doctor or mechanic. These tools help your company get unstuck and get you moving. He is always very well prepared prior to every coaching session. What we also love about Herb is that he is a family man, working with his wife Lori. He has gained a ton of first-hand entrepreneurship experience working with his Dad and family. These family values are important as business to us is very personal. Herb is there to protect you, your people and your business. He will never allow your company to go backwards, ever! Currently, he is fighting with us, in our corner as we journey into achieving our BHAG… and reminding us to also have fun in the process.”
— Dennis Balajadia, Co Founder & CEO Dragon Edge Group
“Herb is a trusted business growth advisor, coach and mentor and what we learned in our 2-day planning session was eye-opening. The planning session has given our team empowerment, structure, and direction. It has given us a road map to scale our business and made us think outside of the box. It forced our team to ask questions we have never asked before and it has opened our eyes to building a stronger and more successful company. I like that Herb helped us think creatively about our business and the guidance to navigate through the OPSP. He is helping our team work on our business while also working in our business. I am certain that we could not have done this without Herb. He knows this system well and is going to be a great partner to our team. I look forward to the months and years ahead.”
— Dan Fantasia, President, Treeline, Inc.
“Thank you for all your help this year! We just passed our revenue target for the year and as of today we’re at 19.8% year over year growth on track to clock in slightly above our goal of 20%.”
— Ann Westerheim, Ph.D, CEO, Ekaru