Cameron HeroldFounder of the COO Alliance & Invest In Your Leaders Training

The Real Reason ‘Five Obsessions’ Works

21 Nov 2025 · 1 min

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Cameron Herold explains why Five Obsessions works where his earlier memoir Rise didn't. Five Obsessions gives you actual steps to run your company, not just stories. He built it to be usable without hiring a coach, the same way Traction was designed to reach people who couldn't afford one.

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Recently I grabbed this book, Five Obsessions of Elite Organizations. I read this while I was in Melbourne, Australia last year. I think I sent you a note when I was halfway through. It blew me away. Your first book, Rise, was more about what happened during the rise and fall of your timber business and how you went through those trials and tribulations. But this one's actually packed with some pretty solid take home value on how to run your company, right? This isn't just a story.
When I was working as an EOS implementer and getting to know Gina Whitman pretty well, I thought the strategy behind how and why he wrote Traction the way he did was really, really brilliant. What I realized was the brilliance in that is, number one, people who cannot afford to hire a coach or who just prefer not to have a roadmap to begin to use the system. And I wanted people to be able to understand the Five Obsessions framework and actually be able to start using it. And so that was really the idea was how can I get this evolved content and this framework in front of as many people as possible in a way that they can start using it?