Becoming CEO: What No One Tells You – David Roche

What does it really take to succeed as a first-time CEO?

In this episode of Behind The Numbers With Dave Bookbinder, we're cutting through the theory and getting real about leadership at the highest level. Dave Bookbinder talks with David Roche—former CEO, startup chair, and author of Become a Successful First-Time CEO—about the lessons no one teaches you before stepping into the top role.

David shares his journey from working in a U.S. textile company to leading major retailers like HMV and Borders. Along the way, he opens up about the growing pains of leadership, including self-doubt, imposter syndrome, and the critical role that mentors and coaches played in his development.

This episode dives deep into:

• What it really means to be CEO—not just in title, but in mindset

• How to lead with empathy and build high-trust teams

• The leadership traps that trip up even smart, driven people

• Why relationship skills often matter more than technical skills

• How gender dynamics shape leadership—and how to lead with awareness

Whether you're already leading or preparing to, this conversation will challenge how you think about leadership—and give you the tools to lead with confidence and clarity.

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About Our Guest:

David Roche is Non-Exec Chair of London Book Fair, Chair of the publishing tech start-up Libraro, and an ambassador and senior advisor to PEN International, the worldwide association of writers that defends freedom of expression and promotes literature globally. He is also a professional executive coach and mentor with his own company, Grey Area Coaching, and works with first-time CEOs across many sectors.

David’s latest book, Become a Successful First-Time CEO, was published in March 2024 and is an Amazon number one bestseller. He also lectures at the National Film and Television School. David has thirty years of board experience including as CEO of both Borders & BOOKS etc, Product Director of both Waterstones and HMV, and Group Sales and Marketing Director of HarperCollins Publishing. He was also President of the Booksellers Association of UK & Ireland, and co-founder and co-chair of the Publishers Association/Booksellers Association Liaison Group. David was Chair of the writing agency New Writing North for nine years, standing down at the end of 2024 when NWN won Trustee Board of the Year in the North East Charity Awards.

David was also a long-term trustee and interim chair of UK’s largest literary charity, BookTrust, and Chair of the Publishing Industry digital news service BookBrunch. David has also acted as a literary agent to a select few authors, sits on several advisory boards, and had two books of his own published.

 

About the Host:

Dave Bookbinder is known as an expert in business valuation and he is the person that business owners and entrepreneurs reach out to when they need to know what their most important assets are worth. Known as a collaborative adviser, Dave has served thousands of client companies of all sizes and industries. 

Dave is the author of two #1 best-selling books about the impact of human capital (PEOPLE!) on the valuation of a business enterprise called The NEW ROI: Return On Individuals & The NEW ROI: Going Behind The Numbers. 

He’s on a mission to change the conversation about how the accounting world recognizes the value of people’s contributions to a business enterprise, and to quantify what every CEO on the planet claims: “Our people are this company’s most valuable asset.”

Dave’s book, A Valuation Toolbox for Business Owners and Their Advisors: Things Every Business Owner Should Know, was recognized as a top new release in Business and Valuation and is designed to provide practical insights and tools to help understand what really drives business value, how to prepare for an exit, and just make better decisions.

He’s also the host of the highly rated Behind The Numbers With Dave Bookbinder business podcast which is enjoyed in more than 100 countries.

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