Ep. 525 - FAN FAVORITE | Anna Collins – Inside Bulletproof’s Proven Path from Biohackers to Billions

In this Fan Favorite episode of the Second in Command Podcast, Cameron Herold speaks with Anna Collins, President and COO of Bulletproof, the globally recognized brand behind Bulletproof Coffee, supplements, and biohacking products designed to help people perform better, think faster, and live healthier lives. She is also a Board Member of Ladies Who Launch.

Before joining Bulletproof, Anna led multi-billion-dollar businesses at Amazon, Microsoft, and CVS Health, bringing a data-driven, operational mindset to every stage of growth. In this conversation, she reveals how she helped Bulletproof evolve from a niche “biohacker” brand into a household name—streamlining operations, tightening focus, and scaling omnichannel distribution without losing its visionary edge.

Anna also shares her leadership principles, from managing a founder with 100 ideas a day to running metrics-driven weekly business reviews that keep innovation grounded in reality. Her insights bridge the gap between entrepreneurial chaos and corporate discipline, showing how great COOs turn vision into execution.

Timestamped Highlights

[00:00:00] – Cameron introduces this episode as one of the most downloaded in show history.

[00:01:14] – Anna’s career journey: from Microsoft and Amazon to joining Bulletproof.

[00:03:52] – Why she left Amazon Prime for a mission-driven brand.

[00:05:36] – What convinced her Bulletproof wasn’t just a fad—but a real performance enhancer.

[00:06:23] – Partnering with Dave Asprey: defining roles between visionary and operator.

[00:07:18] – The challenge of narrowing focus when everything looks like a good idea.

[00:08:54] – Bringing Amazon’s frameworks—tenets, principles, and data mechanisms—into Bulletproof.

[00:10:07] – How structure helped Dave trust the team and delegate.

[00:10:26] – Shutting down international markets and cutting SKUs to simplify growth.

[00:11:59] – Expanding into Amazon marketplace and corporate distribution channels.

[00:13:28] – Convincing the founder to “grow beyond the core biohacker.”

[00:17:00] – Managing an idea-rich founder without stifling creativity.

[00:18:37] – Anna’s leadership philosophy: define reality, create possibility, say thank you.

[00:21:00] – Rebuilding Bulletproof’s vision, mission, and values for clarity and culture.

[00:24:20] – Weekly Business Reviews: the data-driven rhythm behind execution.

[00:30:32] – How Anna divides her focus across key stakeholders—customers, team, and growth.

[00:36:35] – Simplifying the Bulletproof brand for mainstream accessibility.

[00:38:00] – Where she struggles as a leader—and the balance between speed and empathy.

[00:42:33] – The advice she’d give her 21-year-old self: don’t take it all so seriously.

About the Guest

Anna Collins is the President and COO of Bulletproof overseeing strategy, operations, and omnichannel growth for the globally recognized biohacking brand. Previously, she led billion-dollar initiatives at Amazon, where she managed global Prime membership programs, and at Microsoft, where she built the search advertising business from concept to $1.6B in revenue. She is also a Board Member of Ladies Who Launch.

A Harvard MBA and transformational leader, Anna specializes in building scalable systems that bridge creative vision with operational discipline. At Bulletproof, she’s helped expand the company from its core biohacker audience to a broader wellness market—making human optimization accessible to everyone.

🔗 LinkedIn 

Resources & Mentions

• Bulletproof 
• Upgrade Labs 
• Amazon Prime – Leadership and membership growth lessons
• Microsoft Advertising – Scaling to $1.6B in global revenue
• The Art of Leadership by Max De Pree
• Game Changers by Dave Asprey
• Harvard Business School – Anna’s MBA alma mater

Important Links

• Connect with Cameron: Website | LinkedIn
• Explore the COO Alliance - The World’s Leading Community for Seconds in Command
• Get Cameron’s book: Second in Command: Unleash the Power of Your COO Book
• Take Cameron’s leadership course: Invest In Your Leaders Online Course (Use promo code PODCAST10 before the end of the month for 10% off)
• Chat or video call with AI Cameron via Delphi

Note: This Fan Favorite episode is a recast of one of our most impactful interviews, still packed with insights for second-in-command leaders. Whether it’s your first listen or a revisit, there’s timeless value inside.

The Second in Command Podcast is an original production hosted by Cameron Herold. Brought to you by COO Alliance. Production and editing by Podcast Your Brand.