Podcast Title: Second in Command: The Chief Behind the Chief with Cameron Herold
Host: Cameron Herold
Guest: Alex Dogliotti, Chief Human Resources Officer (CHRO) and Chief Operating Officer (COO) at Mindvalley
Episode: Ep. 458 - Mindvalley CHRO and COO, Alex Dogliotti
Release Date: March 18, 2025

Introduction

In Episode 458 of the Second in Command podcast, host Cameron Herold engages in a profound conversation with Alex Dogliotti, the CHRO and COO of Mindvalley, a global leader in personal transformation education. This episode delves into Mindvalley's strategic evolution into an AI-driven organization, the intricacies of managing a large, international team, and the cultivation of a robust company culture that attracts and retains top talent.

Mindvalley's Transformation into an AI-Driven Organization

Alex Dogliotti begins by outlining Mindvalley's ambitious pivot towards becoming a complete AI-driven data company. He emphasizes the critical shift from encouraging individual use of AI tools like ChatGPT to integrating AI at an institutional level.

Alex Dogliotti [00:44]: "If you want to do the real jump with AI, you got to embrace it and integrate it at institutional level, like organizational level."

This transformation aims to provide hyper-personalized transformation experiences for users, where an AI companion can analyze individual health data, emotions, and goals to tailor daily activities uniquely for each person. Dogliotti envisions an AI that acts as a "best friend," guiding users through their personal growth journeys.

Organizational Structure and Culture

Mindvalley operates under a matrix organization model, managing various business units such as membership (the Mindvalley app), B2B divisions, supplements (States), and premium programs (masteries and certifications). Each unit is responsible for its own Profit and Loss (P&L), fostering a culture of accountability and lean operations.

Alex Dogliotti [16:23]: "We built essentially a matrix organization where we have managing directors for different business units... each of these are responsible for their own P and L."

Despite perceptions of high overhead, Mindvalley maintains a lean team of approximately 270 employees, generating over $100 million in revenue. Dogliotti highlights that automation and AI integration have allowed Mindvalley to tripling revenue while decreasing headcount over the past four years, demonstrating the power of AI in driving growth without proportional increases in personnel.

Embracing Technology and Communication Tools

A significant portion of the discussion centers around Mindvalley's adoption of WhatsApp as the primary communication tool, a decision driven by the need for seamless remote and asynchronous work, especially post-pandemic.

Alex Dogliotti [07:36]: "We adopted WhatsApp because it allowed us to communicate quickly and keep everyone in the loop, despite being spread across different countries."

Dogliotti acknowledges the initial challenges, such as information overload and anxiety from constant messages, but mitigates these through strategies like disabling notifications and setting specific times for checking messages. This approach ensures that the team remains productive without being overwhelmed by the incessant flow of information.

Leadership and Management Strategies

As Mindvalley's COO and CHRO, Dogliotti plays a pivotal role in bridging the gap between visionary leadership and data-driven execution. He describes himself as the risk-averse, number-driven counterpart to visionary leader Vishen Lakhiani.

Alex Dogliotti [10:59]: "I am the risk averse person. I am the number driven person... I come up with how we can make it true by numbers and data and financials."

Dogliotti's leadership philosophy emphasizes making others successful. He focuses on enabling team members to excel in their roles by providing the necessary support and resources, fostering an environment where individuals can thrive and contribute effectively to the company's mission.

Cultivating a Strong Company Culture

Mindvalley's culture is deeply rooted in its mission and the alignment of its employees with this mission. Dogliotti shares insights into maintaining a strong company culture, especially in a remote work environment.

Alex Dogliotti [27:15]: "When you have people believing in the mission, you will always have driven people, laser focused people."

He underscores the importance of hiring individuals who not only possess the necessary skills but also believe in the company's mission. This alignment ensures that employees are intrinsically motivated, reducing the need for micromanagement and fostering a self-driven workforce.

AI Training and Future Outlook

Mindvalley invests heavily in AI training for all employees, partnering with platforms like LinkedIn Learning to provide comprehensive AI courses. Dogliotti envisions a future where each employee can build their own personalized AI team, significantly boosting productivity and efficiency.

Alex Dogliotti [22:07]: "Each employee can literally have a team on their own that they can build around the work they do and making them 10 times more efficient and more productive."

He predicts that within the next two to three years, AI advancements will enable companies to operate with minimal personnel while maintaining or even increasing revenue, a trend Mindvalley is already capitalizing on.

Navigating Organizational Change

When Dogliotti joined Mindvalley as the first external executive, his initial focus was on building a robust executive team. He emphasizes the importance of understanding the existing organizational context before making significant changes, ensuring that decisions are well-informed and contextually appropriate.

Alex Dogliotti [34:09]: "I tend to be very respectful of the work that's been done before... I want to integrate myself gradually."

His approach involves hiring doers and builders rather than sourcing executives from overly structured environments like Amazon, aligning the leadership team with Mindvalley's dynamic and innovative culture.

Conclusion and Final Insights

In wrapping up the conversation, Dogliotti offers valuable advice to his younger self: "Trust yourself more, say yes." He reflects on overcoming imposter syndrome and the importance of embracing opportunities without hesitation.

Alex Dogliotti [40:16]: "Just say yes... that's how I built an entire career."

Cameron Herold echoes the sentiment, emphasizing that a leader's core responsibility is to facilitate the growth and success of their team members. This philosophy not only drives individual excellence but also propels the organization towards its strategic goals.

Notable Quotes:

• Alex Dogliotti [00:44]: "If you want to do the real jump with AI, you got to embrace it and integrate it at institutional level, like organizational level."
• Alex Dogliotti [10:59]: "I am the risk averse person. I am the number driven person... I come up with how we can make it true by numbers and data and financials."
• Alex Dogliotti [22:07]: "With a genetic AI, each employee can literally have a team on their own that they can build around the work they do and making them 10 times more efficient and more productive."
• Alex Dogliotti [27:15]: "When you have people believing in the mission, you will always have driven people, laser focused people."
• Alex Dogliotti [40:16]: "Just say yes... that's how I built an entire career."

This episode offers a comprehensive look into how Mindvalley is leveraging AI to redefine personal transformation education and organizational efficiency. Alex Dogliotti's insights provide valuable lessons for second-in-command leaders aiming to drive innovation and maintain a strong, mission-aligned company culture in the rapidly evolving business landscape.