The Second-in-Command

Strategy in SaaS

A venture with a solo superhero a dynamic duo, a quartet, or something in between.

The answer? A resounding YES! 🚀

In the ever-evolving kaleidoscope of business, the allure of being the solo act may seem tempting, but let's face it, even Batman had Robin. Frodo had Sam. Laurel had Hardy. Abbot had Costello.

It's the sidekicks, the dynamic duos, that transform a venture from a solo act to an ensemble performance of epic proportions.

In the startup universe, this translates to a founder with a vision teaming up with a co-founder who complements, challenges, and amplifies that vision.

Think about having someone to bounce ideas off at midnight, a partner who believes in the dream as much as you do, and isn't afraid to call out the Emperor's New Clothes when needed. In fact, I'm currently with a group of brilliant business leaders, tackling challenges together and proving that going alone is not the way to go.

The power of two is formidable.

It's about equilibrium — where one innovates, the other iterates. As Gino Wickman lays out in “Rocket Fuel,” it's the visionary and the integrator, the dreamer and the doer, the disruptor and the diplomat. This partnership is the backbone of resilience, the secret sauce to sustained momentum.

Being a founder, and leading a company, it's no walk in the park. One of the greatest benefits of having a cofounder, partner, or second-in-command is when the pressure mounts, those shared glances that say, “We've got this.” The encouragement of “That was hard, but you did the right thing.” Or the rallying cries of “It's gonna get better” or “We're so close to a breakthrough.”

Yet, being a founder and leading a company is incredibly rewarding. It's not just about building the company; it's about the people on the journey with you. Your #2, your cofounder, your executive team — every contributor who leaves their mark on the company. When the team is aligned, committed to a common purpose, and working together, you're not just building a company; you're crafting a legacy.

Key Takeaway

Whether flying solo or rocking with a cofounder, the power lies in the partnership. It's not just addition; it's multiplication.


In the grand saga of your business, embrace the dynamic duo dilemma. Find your cofounder, your trusted ally, and together, take on the challenges of the business world. After all, in the story of success, the right duo doesn't just navigate — they soar. 🚀


Featured Articles

Some people define insanity as “doing the same thing repeatedly and expecting different results.” Sadly,  this is how many SaaS brands operate. ….read more

Numbers don't lie. As a SaaS owner, you are always looking at the numbers to make decisions. Two of the most important numbers ….read more

Executive Navigation™ SaaS Fuel™

The core way we help B2B SaaS leaders progress and achieve their goals.

Executive Navigation™
SaaS Fuel™
is based on experience, not just theory. It is successful entrepreneurs helping growing entrepreneurs scale their business from $1M – $10M+ in revenue.

Executive Navigation™
SaaS Fuel™
is designed to accelerate growth by flattening the learning curve. Want to learn more?