From $10M to $100M: 15 Books Every CEO Needs to Scale Their Company

Scaling a business from $10 million to $100 million isn’t just about hard work—it’s about making the right decisions, building sustainable systems, and learning from those who have successfully walked the path before. As the CEO of ENDOCORP , that’s exactly the journey we’re on, and if there’s one thing I’ve learned, it’s that?no one?can do it alone. The wisdom and insights gained from books, mentors, and peer networks like Vistage Worldwide, Inc. are invaluable in navigating the complexities of leadership and business growth.

Throughout this journey, I’ve?continuously?turned to certain books for guidance—whether it’s about leadership, strategy, culture, or personal growth. These 15 books have been instrumental in shaping not only my approach as a leader but also the strategic direction of ENDOCORP as we pursue our ambitious goal of becoming a $100 million company.

If you’re a CEO or business leader with similar aspirations, these books can provide you with the same insights that have helped me unlock new levels of growth, sharpen my strategy, and build a stronger, more resilient company.

Here are 15 books that are helping me scale my company to $100M.

1.?E-Myth Revisited?by Michael Gerber

Focus:?Business Operations & Systems

One of the key insights I’ve implemented at ENDOCORP from Gerber’s?E-Myth?is the importance of working?on?your business, not?in?it. Early on, I found myself doing everything—managing clients, overseeing repairs, and making financial decisions. This book shifted my mindset toward building processes that allowed the company to run efficiently without me needing to be involved in every decision.

Key Takeaway:

You need to build scalable systems that empower your team, freeing you to focus on the bigger picture.

2.?Good to Great?by Jim Collins

Focus:?Leadership & Business Transformation

Collins’ concept of “Level 5 Leadership”—humility paired with fierce resolve—resonated deeply with me during ENDOCORP’s rapid growth. It taught me that real leadership isn’t about doing everything yourself or being the loudest voice in the room. Instead, it’s about creating a culture of disciplined people who are aligned with your company’s long-term vision. This is a concept I’ve emphasized in our leadership meetings and Vistage discussions.

Key Takeaway:

A great company isn’t built overnight; it’s a disciplined journey that requires humility and focused leadership.

3.?Vivid Vision?by Cameron Herold

Focus:?Vision & Strategic Clarity

When I first read?Vivid Vision, I knew it was exactly what ENDOCORP needed as we began planning for the future. Creating a vivid, detailed vision of where I wanted the company to be in three years helped us align as a team and focus on achieving that shared goal. I’ve even used this approach in our Vistage group to articulate where ENDOCORP is headed and get feedback from other CEOs.

Key Takeaway:

Your vision needs to be so clear that it excites your team and makes them eager to help bring it to life.

4.?Culture by Design?by David Freedman

?Focus:?Building Intentional Culture

One of the most critical lessons I’ve learned from growing ENDOCORP is that culture doesn’t just happen—it’s designed. After reading this book, I became much more intentional about the culture we wanted to create. Now, we focus on our core values, and it’s something I regularly discuss with my Vistage group. Building the right culture has helped us attract the right talent and has played a huge role in sustaining our growth.

?Key Takeaway:

If you don’t design your company’s culture, it will evolve on its own, and you may not like the result.

5.?Playing to Win?by Roger Martin & A.G. Lafley

Focus:?Strategy & Competitive Advantage

As ENDOCORP expanded into new markets and product lines,?Playing to Win?became a vital resource. It helped refine our strategic focus and ensure that every move we made aligned with our competitive advantage. Whether it’s building new partnerships or introducing new services, we’ve been deliberate about making decisions that position us for long-term success.

Key Takeaway:

A winning strategy is about making clear, deliberate choices that set you apart from your competition.?

6.?Principles?by Ray Dalio

?Focus:?Decision Making & Company Culture

I’ve adopted several of Ray Dalio’s principles for decision-making at ENDOCORP, especially around radical transparency. I’ve shared his book with my leadership team to instill a culture of open feedback and data-driven decisions. It has influenced how we approach everything from financial planning to strategic partnerships. In my Vistage group, we’ve often discussed the importance of having clear principles that guide decision-making at every level.

?Key Takeaway:

Establish clear, data-driven principles that inform how decisions are made across your organization.

7.?Deep Work?by Cal Newport

?Focus:?Focus & Productivity

Running a growing company like ENDOCORP requires juggling multiple priorities, but Cal Newport’s?Deep Work?taught me how to carve out time for the high-impact tasks that truly drive progress. This focus on uninterrupted, meaningful work has helped me stay on top of strategic goals while managing the day-to-day operations.

?Key Takeaway:

In a world full of distractions, the ability to focus deeply on critical tasks is a superpower.

8.?Sprint?by Jake Knapp, John Zeratsky & Braden Kowitz

?Focus:?Rapid Problem Solving & Innovation

At ENDOCORP, we’ve embraced the?Sprint?methodology for tackling complex problems. Whether we’re launching a new product line or improving operational efficiency, this book’s approach to solving big problems in a short timeframe has allowed us to iterate quickly and test ideas without losing momentum.

?Key Takeaway:

Use sprints to tackle tough problems fast and efficiently, while keeping your team engaged and focused.

9.?Smash the Funnel?by Eric Keiles & Mike Lieberman

?Focus:?Sales & Marketing Strategy?

Smash the Funnel?helped us rethink our sales approach, shifting from a traditional funnel model to one that prioritizes the buyer’s journey. This change has been key to how we’ve approached our expansion at ENDOCORP, ensuring that we focus on long-term relationships rather than one-time sales.

?Key Takeaway:

The buyer’s journey is dynamic, and your sales approach should be too. Focus on nurturing long-term relationships with customers.

10.?Purple Cow?by Seth Godin

?Focus:?Marketing & Differentiation

Seth Godin’s?Purple Cow?challenges leaders to think differently about how their business stands out in the market. At ENDOCORP, we’ve adopted this mindset by constantly asking, “What makes us remarkable?” This has influenced everything from our product development to our customer service strategy.

?Key Takeaway:

In a crowded marketplace, being good isn’t enough—you have to be remarkable to get noticed.

11.?Zingerman’s Guide to Giving Great Service?by Ari Weinzweig

?Focus:?Customer Service Excellence

Providing exceptional customer service has always been a top priority at ENDOCORP, and Weinzweig’s approach solidified our commitment. His philosophy of treating every customer interaction with care and authenticity has shaped how we train our staff and engage with clients.

?Key Takeaway:

Customer service isn’t just about solving problems—it’s about creating memorable experiences that foster loyalty.

12.?The Miracle Morning?by Hal Elrod

?Focus:?Personal Growth & Daily Habits

I’ve long believed that how you start your day sets the tone for everything that follows, and?The Miracle Morningreinforced this belief. It’s had a profound effect on how I structure my mornings to ensure I’m mentally and physically prepared to tackle the day ahead. This discipline has been crucial as we push toward our $100 million goal at ENDOCORP.

Key Takeaway:

A powerful morning routine is the foundation for a productive and successful day.

13.?The 6 Habits of Growth?by Brendon Burchard

?Focus:?Personal Development & High Performance?

Burchard’s?6 Habits?have become an integral part of my personal development journey. His focus on intentional growth and high performance is something I actively work on, not just for myself, but for my leadership team at ENDOCORP. Regular discussions around these habits help keep us all aligned and striving for improvement.

?Key Takeaway:

Growth is a choice—cultivating the right habits will help you and your business thrive.

14.?Friday Forward?by Robert Glazer

?Focus:?Personal Growth & Leadership

Glazer’s?Friday Forward?has been part of my weekly reflection routine. Each story offers new perspectives on leadership and personal growth, providing a moment of clarity in an otherwise busy week. It’s become a great source of inspiration not just for me, but also something I share with my team during our leadership discussions.

?Key Takeaway:

Taking time to reflect on your leadership journey is key to continual growth.

15.?Trillion Dollar Triage?by Nick Timiraos

?Focus:?Economy & Market Dynamics?

As we scale ENDOCORP, keeping an eye on the broader economic landscape has been crucial.?Trillion Dollar Triageprovides insights into how government policies and global economic shifts can impact business strategies. Understanding how monetary policy, interest rates, and economic intervention impact markets has become essential, especially as we plan our long-term strategy. Staying informed about these macroeconomic trends has helped us make better decisions and remain adaptable.

?Key Takeaway:

Understanding the macroeconomic environment is vital for navigating uncertainty and making informed strategic decisions.

?Final Thoughts: Building a $100 Million Company Through Continuous Learning

As we push toward ENDOCORP’s goal of reaching a $100 million valuation, these books have provided more than just strategies—they’ve been guiding principles that have shaped how I lead and how we operate as a company. The lessons on building sustainable systems, fostering innovation, and leading with purpose have been vital in helping us scale and stay true to our vision.

But I’d be lying if I said I did it all through reading alone. My journey has been deeply influenced by the wisdom and support I’ve gained through Vistage. The candid conversations with fellow CEOs—about challenges, leadership blind spots, and personal growth—have given me insights I would never have discovered on my own. This peer network has not only held me accountable but has helped me make better, more thoughtful decisions for ENDOCORP.

At the end of the day, growing a company to new heights requires humility and a commitment to continual learning. Whether it’s from books, mentors, or those hard lessons that only come from experience, we, as leaders, must keep evolving. I’ve learned that leadership isn’t about having all the answers—it’s about seeking them, sometimes from places we least expect.?

If you’re on your own growth journey, I hope these books—and my personal experiences—can provide you with valuable insights and perhaps some comfort in knowing you’re not alone in the challenges you face. Let’s keep learning and growing together.

Which of these books have influenced your leadership path? Are there any others you’d recommend? Let’s start a conversation in the comments.

And if you’d like to connect, whether it’s to chat about your own journey, work through an issue, or learn more about Vistage, feel free to reach out to me directly.

#Leadership #BusinessGrowth #CEORecommendations #ScalingYourBusiness #PersonalDevelopment

A special shoutout to three of my biggest business mentors who have profoundly influenced my life: my father, Isam Haddad, whose unwavering guidance and wisdom have shaped me as a leader, my Vistage CEO Coach, Daniel Hyman , whose insights and mentorship have been instrumental in helping me navigate the complexities of scaling a business, and my best friend since high school and CEO of Trilogy Corporate Services , Brandon Bunt . Their support has been invaluable to ENDOCORP's growth and my personal development as a CEO.