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Trillion Dollar Coach: The Leadership Playbook of Silicon Valley's Bill Campbell Hardcover – April 16, 2019

by Eric Schmidt (Author), Jonathan Rosenberg (Author), Alan Eagle (Author)

4.5 3,339 ratings

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#1 Wall Street Journal Bestseller
New York Times Bestseller
USA Today Bestseller

The team behind How Google Works returns with management lessons from legendary coach and business executive, Bill Campbell, whose mentoring of some of our most successful modern entrepreneurs has helped create well over a trillion dollars in market value.

Bill Campbell played an instrumental role in the growth of several prominent companies, such as Google, Apple, and Intuit, fostering deep relationships with Silicon Valley visionaries, including Steve Jobs, Larry Page, and Eric Schmidt. In addition, this business genius mentored dozens of other important leaders on both coasts, from entrepreneurs to venture capitalists to educators to football players, leaving behind a legacy of growing companies, successful people, respect, friendship, and love after his death in 2016.

Leaders at Google for over a decade, Eric Schmidt, Jonathan Rosenberg, and Alan Eagle experienced firsthand how the man fondly known as Coach Bill built trusting relationships, fostered personal growth—even in those at the pinnacle of their careers—inspired courage, and identified and resolved simmering tensions that inevitably arise in fast-moving environments. To honor their mentor and inspire and teach future generations, they have codified his wisdom in this essential guide.

Based on interviews with over eighty people who knew and loved Bill Campbell, Trillion Dollar Coach explains the Coach’s principles and illustrates them with stories from the many great people and companies with which he worked. The result is a blueprint for forward-thinking business leaders and managers that will help them create higher performing and faster moving cultures, teams, and companies.

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From the Back Cover

Bill Campbell helped to build some of Silicon Valley’s greatest companies—including Google, Apple, and Intuit—and to create over a trillion dollars in market value. A former college football player and coach, Bill mentored visionaries such as Steve Jobs, Larry Page, and Eric Schmidt, and coached dozens of leaders on both coasts. When he passed away in 2016, “the Coach” left behind a legacy of growing companies and successful people and an abundance of respect, friendship, and love.

From their vantage points at Google, Eric Schmidt, Jonathan Rosenberg, and Alan Eagle experienced firsthand how Bill developed trusting relationships, fostered personal growth, infused courage, emphasized operational excellence, and identified simmering tensions that inevi-tably arise in fast-moving environments. To honor their mentor and inspire and teach future generations, they have codified his wisdom in this essential guide.

Based on interviews with more than eighty people who knew and loved Bill Campbell, Trillion Dollar Coach explains the Coach’s principles and illustrates them with stories from the great companies and people with whom he worked and played. The result is a blueprint for forward-thinking business leaders and managers that will help them create higher-performing and faster-moving teams and companies.

About the Author

Eric Schmidt served as Google CEO and chairman from 2001 until 2011, Google executive chairman from 2011 to 2015, and Alphabet executive chairman from 2015 to 2018.

Jonathan Rosenberg was a Senior Vice President at Google and is an advisor to the Alphabet management team. He ran the Google product team from 2002 to 2011.

Alan Eagle is an author and executive communications consultant, helping leaders and companies shape and tell their stories. He spent 16 years at Google, partnering with executives to communicate the company’s story to clients, partners, employees, and the public. He is the co-author of the books How Google Works and Trillion Dollar Coach, and the author, all by himself, of seven letters-to-the-editor published in Sports Illustrated. He has never won the New Yorker Caption Contest.

Product details

Publisher ‏ : ‎ Harper Business (April 16, 2019)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 240 pages
ISBN-10 ‏ : ‎ 0062839268
ISBN-13 ‏ : ‎ 978-0062839268
Item Weight ‏ : ‎ 2.31 pounds
Dimensions ‏ : ‎ 6 x 0.85 x 9 inches

Best Sellers Rank: #16,719 in Books (See Top 100 in Books)
- #74 in Biographies of Business & Industrial Professionals
- #212 in Business Management (Books)
- #313 in Leadership & Motivation

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4.5 3,339 ratings

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Eric Schmidt
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Eric Schmidt is an accomplished technologist, entrepreneur and philanthropist, known for his pivotal role in the growth of Google as CEO and Chairman from 2001 to 2011, overseeing its transformation from a small startup to a global tech giant. Working alongside Sergey Brin and Larry Page, Google dramatically scaled its infrastructure and diversified its products, while maintaining a strong culture of innovation.
Eric currently serves as Chair of the Board of Trustees for The Broad Institute and as a board member for the Mayo Clinic and the Advisory Board at UC Berkeley, among others. His philanthropic efforts through The Schmidt Family Foundation and the Schmidt Ocean Institute with his wife Wendy, focus on climate change, including the support of ocean and marine life studies at sea, as well as education and cutting-edge research and technology in natural sciences and engineering. Notably, in 2024 Eric was awarded an honorary Knight of the Most Excellent Order of the British Empire by His Majesty King Charles III for services to Philanthropy.
Additionally, he co-founded Schmidt Futures with his wife Wendy, which supports projects at the intersection of talent and technology, centered on specific, finite challenges that are connected to other efforts in the Schmidt philanthropic network. Most recently, the couple co-founded Schmidt Sciences, a nonprofit organization working to advance science and technology that deepens human understanding of the natural world and develops solutions to global issues.
In 2021, he founded the Special Competitive Studies Project, a non-profit initiative focused on strengthening America’s long-term AI and technological competitiveness in national security, the economy, and society. Eric is also a commissioner on the National Security Commission on Emerging Biotechnology (NSCEB).
An accomplished author, Eric has co-authored three New York Times bestsellers, The New Digital Age, How Google Works, and Trillion Dollar Coach. In 2021, Eric co-authored the WSJ bestselling book The Age of AI: And Our Human Future with Dr. Henry Kissinger and Professor Daniel Huttenlocher. His most recent book, Genesis: Artificial Intelligence, Hope, and the Human Spirit (2024), was co-written with the late Dr. Henry Kissinger, and Craig Mundie, offering a guide to how AI will shape the modern era.
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Alan Eagle
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Alan Eagle is an author and executive communications consultant, helping leaders and companies shape their stories and communicate with clarity. He spent 16 years at Google, partnering with executives to communicate the company’s story to clients, partners, employees, and the public. He holds a bachelor’s degree in Computer Science from Dartmouth College and an MBA from The Wharton School.
Alan is the co-author of the books How Google Works, Trillion Dollar Coach, and Learned Excellence, and the author, all by himself, of seven letters-to-the-editor published in Sports Illustrated. He has never won the New Yorker Caption Contest.
A Northern California native, Alan lives in the San Francisco Bay Area with his wife and golden retriever. Their four twentysomething children come by from time to time.
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Jonathan Rosenberg
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Customers find the book insightful and inspiring. They describe it as a worthwhile read with great stories and anecdotes about the author's leadership style. The writing quality is well-received, described as easy to understand and down-to-earth. Readers appreciate the book's focus on relationships and how love and care transform organizations. However, opinions differ on whether the book is worth the price.

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Coaching style Readability Story quality Writing quality Relationship value

141 customers mention "Coaching style"126 positive15 negative

Customers find the book's coaching style helpful. They say it provides valuable advice and stories about Bill Campbell's approach to developing people's skills. The book offers insights into how to be receptive to coaching and become a better leader. It reminds readers of the value of their jobs and the five key factors for success.

"...The book highlights Campbell’s: five key factors for success; his simple practices that lead to a strong, cohesive organization; the critical human..." Read more

"...Bottom Line There are good leadership insights in Trillion Dollar Coach. Those insights, by themselves, make this book worth reading...." Read more

"...direct honesty and tough love, grit and growth mindset (ala Dweck and Duckworth), teamwork and love for all humans...." Read more

"...brought what seems to have brought a stratospheric EQ, a highly ebullient demeanor, and a genuine concern about peoples lives, to his work, enabling..." Read more

107 customers mention "Readability"99 positive8 negative

Customers find the book engaging and useful. They say it's a worthwhile read for coaches looking to improve their leadership skills. The book is described as entertaining and a must-read for founders.

"...practical examples and the necessary color to make this book an entertaining and useful guide for everyone...." Read more

"...Those insights, by themselves, make this book worth reading. I don’t think you’ll learn much about coaching, though...." Read more

"...Overall, a great book. Recommended." Read more

"...an important figure in the history of Silicon Valley lore and works on that level, but as a leadership book it falls a bit short in my view." Read more

35 customers mention "Story quality"35 positive0 negative

Customers enjoy the engaging stories and anecdotes in the book. They find it interesting, with personal and vulnerable stories from 80 accomplished professionals. The stories of impact and success are praised as well.

"...I knew little about Bill Campbell. This book is a great story, though I’ll benefit more from the lessons learned than the simple..." Read more

"...’s structure can be confusing, but it’s rich with valuable advice and stories about Bill Campbell’s impactful coaching style, making it more of a..." Read more

"This book is filled with stories about Bill's life, but is incredibly light on any meaningful lessons...." Read more

"...They incorporated input and recounted stories from over 80 incredibly accomplished professionals including Sergey Brin, Sheryl Sandberg, Ronnie Lott..." Read more

27 customers mention "Writing quality"23 positive4 negative

Customers appreciate the book's writing quality. They find it well-written and easy to read, providing clear principles that can be applied immediately. The content is simple yet rich, making it a must-read for anyone in a leadership capacity.

"...There’s plenty of ticking off achievements and admiring quotes, but precious little that humanizes the man...." Read more

"...This is a must read. Really well done (5 claps)...." Read more

"Great leaders build great teams. It sounds simple, but it’s not. This book provides a blueprint for leaders to follow in building a great team..." Read more

"...Great writing there. Then he tries to distill his wisdom. That order fails. Pretty poorly actually IMHO...." Read more

22 customers mention "Relationship value"22 positive0 negative

Customers find the book relatable and insightful. They appreciate the author's genuine concern for others and how it demonstrates the power of love and care to transform organizations. The book highlights the importance of relationships, teamwork, and love for all humans. It also shows how trust and communication can build an extraordinary leadership legacy. Overall, customers say the book is about being a good human as well as a good coach.

"...They also build trust so team members feel pyschologically safe to “let them in”. I sort of use humor to do this...." Read more

"...a stratospheric EQ, a highly ebullient demeanor, and a genuine concern about peoples lives, to his work, enabling him to create trust among those..." Read more

"...This book highlights the importance of relationships. Relationships are built by treating others with respect regardless of rank or title...." Read more

"...He coached from a position of love, but he could deliver it in a tough way...." Read more

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Thomas M. Loarie
Trillion Dollar Coach is The Ultimate Compliment for an Authentic Leader
Reviewed in the United States on September 5, 2020
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I found “Trillion Dollar Coach: The Leadership Playbook of Silicon Valley’s Bill Campbell” to be an excellent book. As someone who has served as a CEO of early stage companies for many years and has also been asked frequently for advice by growth minded professionals and entrepreneurs, this book resonated. My copy is dog-eared and filled with post-it notes highlighting the many gems I discovered and can incorporate immediately into my own approach to managing and coaching.

“Trillion Dollar Coach” is the ultimate compliment for what appears to be an incredible individual. Like most, he was not known to me nor to many outside Silicon Valley and the tech industry. Paying homage with a great deal of love and respect to the person who had a positive influence on your life is the ultimate compliment a subordinate or co-worker can give. There is much we can learn from this book which was authored by Google’s Eric Schmidt, Jonathan Rosenberg, and Alan Eagle who spent years under his influence.

Campbell died in 2016 at age 75.

His passing drew tributes from many notable tech executives and other luminaries in Silicon Valley. Apple rescheduled its earnings announcement by one day to allows its top executives attend his funeral. He was known to all affectionately as “Coach Campbell.”

His roster of mentees went well beyond Google and included Dick Costolo, Lee Bullinger, Ben Horowitz, Ronnie Lott, Sundar Pichai, Bill Gurley, Sheryl Sandberg, John Doerr, Steve Jobs, Larry Page, Jeff Bezos, and the boys and girls flag football teams at Atherton’s (CA) Sacred Heart Schools.

“Trillion Dollar Coach” takes you through Campbell’s life so you can learn about those experiences, particularly in coaching...that shaped him, his success as a CEO, and his influence as a coach. What is left out is Campbell’s devotion to being Catholic and exercising the Catholic values that helped shape him. He was not one to talk about his faith but all who knew him knew how important this was in his life.

Campbell’s journey began in the Rust Belt of Pennsylvania. He then attended Columbia University where he led its football team to an Ivy League Championship in 1961, a feat that has yet to be repeated. Upon graduation, he decided on a career as a college football coach ending up back at Columbia as its head coach. He had a hard time at Columbia and did not win. His failure was having too much compassion. “I was not hard-edged enough.”

So, with his compassion and degrees in economics and education, Campbell headed to J. Walter Thompson (a top ad agency my dad helped to build) and then to Kodak where he rose quickly. Apple’s Scully brought him in to head sales and marketing where he created its famed Orwell ad. He was recognized as a rising star and was brought in to be CEO from 1994 to 1998 of personal software company, Intuit.

Campbell, the CEO with empathy, created a strong organizational culture at Intuit. Campbell’s core belief was that teams that work together are the most productive. And to do this, all employees must focus on making themselves and those around them better.

Campbell’s motto was “your title makes you a manager, your people make you a leader.”

“Trillion Dollar Coach” brings Campbell’s principles to the forefront. The fundamental take-away is that Companies (organizations too!) need to have teams that work together as communities and these teams need a coach to make this happen. Coaching for Campbell is not an after-hours session with a mentor. It is a real-time, interactive activity that requires managers to be involved as good coaches. “You cannot be a good manager if you are not a good coach.”

The book highlights Campbell’s: five key factors for success; his simple practices that lead to a strong, cohesive organization; the critical human values we all care about; what to do if you are over 50; five words on a whiteboad; how CEOs should work with their boards; how to build and envelope of trust; the value of pairing people; how to deal with the elephant in the room; and the power of love (See Joel Manby’s “Love Works”).
Schmidt, Rosenberg, and Eagle provide many practical examples and the necessary color to make this book an entertaining and useful guide for everyone.

Campbell was an expert at getting people to do things they did not think they were capable of doing. His specialty was knowing people, identifying their strengths and doubling down on them to help them shine both on the inside and out.

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Wally Bock
Part Hagiography, Part Insight, Worth Reading
Reviewed in the United States on July 23, 2019
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I read Trillion-Dollar Coach: The Leadership Playbook of Silicon Valley’s Bill Campbell for two reasons. Campbell was a legendary executive coach in Silicon Valley. I wanted to pick up leadership insights that I could use. I also coach people on how to write great books. I wanted to pick up some coaching tips.

This book takes an awfully long time to start to prepare to begin to get ready to share anything helpful. The book opens with Bill Campbell’s memorial service. The authors talk about what a swell guy Bill was and what a great coach he was and what a great impact he had on them. They tell you why they decided to write the book. That takes about 20 pages. Now that you know, you can skip ahead if you get bored.

I’m glad that I stayed with the book, despite the slow start. There were some good things that make the book worth the price. There are also some bad things that you can overlook or that may keep you from wanting to read the book. And there are ugly things, too. Let’s take the good things first.

The Good

There’s a lot of standard management/leadership advice here. You may have heard many of these ideas before, but they’re worth reading again. Sometimes the stars align, and a common point becomes an uncommon insight.

There is one powerful idea here. “Your title makes you a manager, your people make you a leader.” That was one of Bill Campbell’s mantras, but he gave Donna Dubinsky credit for opening his eyes to it.

There were also three areas of advice that seemed particularly insightful to me. One was the advice to “Lead based on first principles.” First principles are things that everyone agrees on and set the foundation for the company or the product.

The second important, practical insight was, “Manage the aberrant genius.” The aberrant genius is that high-performing team member who is difficult to deal with. I’ve seen several treatments of this in other books, but this is the best. There are specific guidelines for what to tolerate and what not to tolerate. There are ideas about when it’s time for the aberrant genius to depart.

The third, and the most potent insight was, “Work the team, then the problem.” This seems to have two meanings. First, make sure you put the right team together before you tackle a problem. The other is that when you have a problem getting things done, address the team and the way it works before you worry about fixing the problem. This is not something unique to Bill Campbell. Ed Catmull says much the same thing in Creativity, Inc. This book has more detail and is therefore more helpful. The section on coaching the team is excellent

The Bad

These are things that I didn’t like. They may keep you from buying the book, or that you skip when you read the book, or things that don’t bother you at all.

Early in the book, the authors say, “We quickly rejected the idea of writing a hagiography.” A hagiography was originally a biography of a saint. Today, the term refers to a biography that idealizes its subject. Sorry guys, you wrote a hagiography.

There’s way too much about what a swell guy and a great coach Bill Campbell was. We learn that he used the “F word” a lot, but it was okay because it was Bill. He hugged everyone, but it was okay because it was Bill. We’re told that he knew things “instinctively.” People took things from him they wouldn’t take from anybody else. There were too many phrases describing how Bill did something no one else can do.

“Of course, he was right.”
“Intuitive sense”
“Remarkable ability”
“Conversations with Bill were more nuanced than layered.”
“Bill’s genius”
T
hen, there’s my favorite. “With Bill, you close your eyes and it’s more about who he was.”

That may be true, but it’s distinctly unhelpful and it’s nothing like a “playbook.” If you can’t describe how he produced those remarkable results or developed that “remarkable ability,” you’re describing a magic trick.

The book would have been less of a hagiography and more helpful if there was more about times when Bill Campbell dealt with adversity.

There is something about how he supported Steve Jobs when Jobs was forced out of Apple. The authors could have used that to humanize Bill. We could have learned about his struggles at the time and how risky his stance was.

Another example. Bill was CEO at GO when the company was in its death spiral. That’s a failure story in one sense. The authors could have told it in some detail. It illustrates why people admired Bill Campbell, trusted him, and listened to him.

This wouldn’t be a hagiography if there was more about how Bill the football coach became Bill the Silicon Valley Wonder Coach. There’s plenty of ticking off achievements and admiring quotes, but precious little that humanizes the man.

The content of this book will work better for you if you are a Silicon Valley or high-tech CEO. The authors describe things that a middle manager often can't do. They blur the line between what a middle manager can do and what an external coach can do.

There are also some things in the book which step over the line from bad to ugly.

The Ugly

Some things made me uncomfortable. One of them was a tone throughout the book I call “Silicon Valley macho.” There’s a kind of repeating background beat of “We’re tough. We can handle this stuff.”

Bill Campbell liked to give “everyone” bear hugs. He used the “F word” and other colorful language a lot. The book seems to imply that it’s okay because Bill did it, and Bill was a great guy. There’s not a single note that I could find of anyone being uncomfortable when Bill did it.

People are less likely to object to a hug from a guy who is a great friend and coach of the CEO of their company. They may not like it, but they’re not real likely to speak up.

Full disclosure here. I don’t think that kind of language or that kind of behavior are appropriate in a business or professional setting. If that’s what it takes to be a great coach, I’ll pass.

Bottom Line

There are good leadership insights in Trillion Dollar Coach. Those insights, by themselves, make this book worth reading. I don’t think you’ll learn much about coaching, though.

A lot of the book describes Bill Campbell’s unique way of communicating. It might not work for you if you haven’t been a football coach and a Silicon Valley CEO. It’s dangerous to believe you can do it his way and succeed. Bill Campbell gave people insightful and helpful advice and he told the truth. If you can figure out how to do that in your own way you’ve learned something powerful indeed.

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Tonucci
Perfeito
Reviewed in Brazil on April 20, 2024
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Chegou em perfeito estado

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Gayitri
Best book I have ever read
Reviewed in India on July 29, 2024
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Best book I have ever read

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aguda
Very good item to use
Reviewed in the United Kingdom on April 25, 2024
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Very good item to use

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Internacional mills
Una buena guía de cosas que no se deben olvidar
Reviewed in Spain on September 8, 2023
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Es un libro muy práctico y de simple lectura.

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Mark
A great book on the life of a business coach.
Reviewed in Canada on April 4, 2020
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This is a book written after Bill Campbell passed away by the one time CEO of Google along with two current senior executives of the supersize company that is used by everyone everyday. Bill Campbell was a football coach in a small time college program, then at age 36 he resigned and moved into the business world. He was not that successful in coaching because by his own admission, he had too much compassion and played everyone, not only the best players. Bringing compassion to the team worked much better in the business world that on the football field. He started in the business world in an ad agency, then worked at Kodak in marketing. In 1983, five years after leaving football, he was asked by John Sculley to move from Ohio to Silicon Valley and work at Apple. Within the first year he was promoted to VP of sales and given the task of overseeing the launch of the Macintosh computer. He later was the CEO of Intuit and then when he turned 60 he was hired by a venture capital firm to coach entrepreneurs.
Campbell ended up coaching executives of Google, Facebook, eBay, Amazon, Apple, and many other Silicon Valley startups. The book is named trillion dollar coach because the value of the companies he coached is well over a trillion dollars. He worked side by side Steve Jobs to build apple from near bankruptcy to the largest company in the world. He helped Google go from a startup to one of the largest tech firms. The leaders of these companies say that it would have never happened without the coaching.
Campbell helped to develop a supportive community at work, he strengthened teams by making the leaders recognize the value of teams and the need to grow the members on the team. He sought to empower people at all levels of the company, and he made sure the leaders were doing this. He also helped the CEOs realize that they managed the board and the board meetings, not the other way around. He implored his students to gain the trust of both employees and board members. Work hard at establishing trust. Be honest, be coach able, humble and hungry. He also showed Silicon Valley that love was important. You break down the walls between the professional and the human by embracing the whole person with love. Compassion isn’t just good, Campbell showed that it is good for business.

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5.0 out of 5 stars Trillion Dollar Coach is The Ultimate Compliment for an Authentic Leader

4.0 out of 5 stars Part Hagiography, Part Insight, Worth Reading

Top reviews from other countries

5.0 out of 5 stars Perfeito

5.0 out of 5 stars Best book I have ever read

5.0 out of 5 stars Very good item to use

5.0 out of 5 stars Una buena guía de cosas que no se deben olvidar

5.0 out of 5 stars A great book on the life of a business coach.

Trillion Dollar Coach is The Ultimate Compliment for an Authentic Leader

Part Hagiography, Part Insight, Worth Reading

Perfeito

Best book I have ever read

Very good item to use

Una buena guía de cosas que no se deben olvidar

A great book on the life of a business coach.