Whether you hold the title CEO, aspire to it, or just want to be a better leader … today’s newsletter is for you.

Because truly great CEOs don’t have just one job.

🏆 Matthew Bertulli shares the 15 jobs every great CEO owns

😤 Sean Frank reveals the channel of 2026 + why it’ll break you

🍬 Derek Lauermann serves a 3-part gut check for next year

Sean Frank

CEO, Ridge

THE CHANNEL FOR 2026 & Why It Can Break You

Retail in 2026 is not dead.

It is harder than DTC.
It is more dangerous.
Especially with bad partners.

We have good partners.

Ridge products are in 1000s of stores:

- Best Buy
- Nordstrom
- Ace Hardware
- Scheels Sports
- Mountain High Outfitters
- GovX

There are more.

The thing that nobody tells you about wholesale? The EDI requirements WILL BREAK YOU…

Unless you have a system in place.

We run everything through Fulfil.

It is our ERP - inventory, orders, invoices.
Our whole operation.

I have never visited a page about EDI requirements. People on my team might have. I do not know.

I linked to it and Aaron made a nice screenshot of it because Fulfil asked us to. But I have never seen the page.

That is the point.

Fulfil connects directly with our retailers.

Fulfil’s Integrations with 100+ Major Retailers

One source of truth. No middleware.

No consultants explaining why Best Buy’s 850s are not processing.

The native EDI built into our ERP works.

With every major retailer.

Planning a 2026 retail push?

Learn About Fulfil EDI

Matthew Bertulli

CEO, Pela Case & Lomi

15 Jobs to Become (or Be a Better) CEO

Most entrepreneurs struggle to make the jump to CEO.

I’ve been building companies for more than 16 years, and have helped hundreds of founders understand this …

Great CEOs don’t have one job.

They have many.

Actually 15.

Chief Coach
Chief Human
Chief Allocator
Chief Reminder
Chief Promoter
Chief Celebrator
Chief Communicator
Chief Growth Officer
Chief Strategist
Chief Risk Officer
Chief Negotiator
Chief Advocate
Chief Innovator
Chief Scout
Chief “No” Officer

1. Chief Coach

Your first job is developing your team.

High-performers only stick around other high-performers. They do not tolerate dead weight.

Coach your team to be the best they can be.

Do this right and your organization thrives. Ignore it, and you become a training ground for your competitors’ next hires.

2. Chief Human

You’re leading people, not robots. And people have feelings.

I know ... the touchy-feely side of business isn’t everyone’s favorite. But it’s a necessary skill to develop as a leader.

Show vulnerability
Share your struggles
Don’t hide your failures

Culture develops when you speak honestly about losses and the lessons you’ve learned far more than when you win.

3. Chief Capital Allocator

Your CFO doesn’t own the budget decisions.

You do.

Decide where to invest and where to cut. Which departments get resources and which ones tighten their belts.

Know your P&L. Know your balance sheet. Above all else, protect the cash.

4. Chief Reminding Officer

I hate repeating myself, but that’s the job.

People need to hear a message multiple times before it actually lands. You might feel like you’ve said something a thousand times, but your team is just starting to get it.

Repeat what’s important.

Then repeat it some more.

5. Chief Promoter

People buy from people, not companies.

That’s why the world’s greatest companies have visible leaders out in front.

Champion your business. Promote it shamelessly.

6. Chief Celebrator

If you’re always sprinting to the next milestone, you’ll find yourself alone when you get there.

Pausing to celebrate can feel like a chore when you’re always driving forward.

But your team needs it.

If this doesn’t come naturally to you … literally schedule half an hour every couple of weeks to go “win hunting.”

Who?
Did what?
When?
And the outcome?

Get specific. Compliments live in the details.

7. Chief Communicator

Becoming world-class at communication opens doors you didn’t know existed. With your team, your board, your customers.

I’ve spent years practicing both. Writing helps me think more clearly. When I think clearly, I can communicate clearly.

Learn to write and speak well.

8. Chief Growth Officer

Sales and marketing’s job is to grow until they hit the ceiling.

Your job is to raise the ceiling.

Work with your product team. Think about business model unlocks or cost reductions that expand capacity.

See potential where others see dead ends.

Set realistic goals at the budget level. Get outlandish at the bonus level. And always ask, “If we pushed this by another 25% … what would you need to accomplish that?”

9. Chief Strategist

You need to see the future you want to create and bring that vision back to guide the present.

Know your season.

Sometimes you’re harvesting
Sometimes you’re planting
Sometimes you’re advancing
Sometimes you’re defending

The season dictates the strategy.

10. Chief Risk Officer

Your team isn’t going to have the same perspective you do. You have the widest view of your business.

That means you see risk first.

It’s your job to identify and mitigate threats.

Balance caution with courage – know when to play it safe and when to roll the dice.

11. Chief Negotiator

Whether it’s negotiating contracts, partnerships, or deals, your skills in this area can save the company money, create strategic alliances, and open doors.

I’m not talking about negotiating every little agreement.

I’m talking about the big stuff. The deals that help the business make huge leaps forward.

That’s on you.

As Jason Panzer likes to say: “Know when to take the f****** money. But always be willing to walk away.”

12. Chief Customer Advocate

You set the tone for how your business thinks about customers.

If you treat customers like they’re a pain, your team will too.

If you act like nothing matters more than loyal customers, your team will believe it.

Read the reviews
Talk to customers
Ask real questions

This is one of the few areas where you should stay in the weeds.

13. Chief Innovator

Innovation isn’t just product development.

You can innovate on business model, manufacturing, pricing, service delivery, go-to-market.

You don’t have to have all the answers. You shouldn’t be the one coming up with all the ideas.

Your job is to drive innovation in the right direction.

14. Chief Scout

Early on (under 30 people), you should spend significant time recruiting. Nobody sells your business better than you.

As you grow, your team can handle most recruiting.

But stay involved. Are they …

Pushing the right people forward?
Screening the wrong people out?
Keeping pace with your business?

Don’t chase “the best people.” That’s a lie. We can’t all have the very best. Not everyone on your team will be a superstar. But you need some stars, or you’re not going very far.

Your job is to hire the right people – a combination of the best you can get and the right value for the business.

15. Chief “No” Officer

I’ve saved this one for last because it is easily the most important thing a CEO does. It’s also the hardest.

You have to say no. A lot.

No to products, new and existing
No to people, hiring and firing
No to projects, trivial and ambitious

In fact, the more successful you are, the more you’ll need to get comfortable with “no” being a complete sentence.

Here’s What to Actually Do

I get it. 15 jobs for every CEO is overwhelming.

Honestly, that’s just part of the role. If you’re not overwhelmed, you’re not doing it right.

However, I do have a final tip that’s helped me and the founders I coach immensely.

Go back through all 15 and …

Pick three you’re naturally exceptional at to double-down on + one you want to improve.

Write them out by hand on sticky notes. Place them on top of each other in a pile so you can only see one. Then rotate the top sticky note to the bottom every day.

Whatever “job” is on top, make that your focus.