Assert Your Future, Don't Appease Others

Your answer to "What's next?" isn't small talk—it's a declaration of whether you're executive material or just wearing the title. Learn to create your compelling future.

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"What's next for you?"

A simple question that can derail even the most accomplished executive's interview. I’ve found that most folks misunderstand what's really being asked.

This isn't small talk. This is a power move. A test. A glimpse into whether you're a chess player or a chess piece.

Your answer doesn't just reveal your ambition, self-awareness, and strategic thinking. It exposes whether you're truly executive material or just wearing the title.

Here's the catch-22: Show too much ambition, and the hiring manager sees you as a threat. Show too little, and you're instantly forgettable. 

So what's the play?

Most executives choose between two losing strategies.

Either they water down their ambitions to appear "safe" or they try to read minds and say what they think others want to hear.

The top 1% of executives understand that this question isn't about finding the right diplomatic answer—it's about creating a shared vision so compelling that your ambition becomes an asset, not a threat.

Notice I used the word: "creating," not "finding."

In a sea of highly qualified executives who all "find" the right answer, the ones who create their narrative are the ones who get the corner office. The difference between good and exceptional isn't in the credentials—it's in the courage to shape reality rather than conform to it.

How you answer "What's next?" isn't just another interview response. It's a declaration of whether you're playing to win or playing not to lose. It's advanced-level influence, persuasion, and behavioral psychology in action.

Choose wisely. Be the leader.

Strong Executives Create Their Future

Stop waiting for permission to talk about your future.

The mediocre masses sit there, hands politely folded, waiting for the interviewer to ask that predictable question: "What's next for you?"

Meanwhile, exceptional executives are already weaving their future vision into every answer, starting with "Tell me about yourself."

Why? The moment you wait for someone else to guide your narrative is the moment when you surrender control of your future. 

You need to take every opportunity to own your narrative and repeat the message like a consistent and melodic drumbeat. 

Think of it as your personal marketing campaign.

The most successful brands don't wait for others to tell their story, they create a rhythm that becomes unmistakably theirs.

I get a lot of pushback from executives suggesting that an approach that is “too” forward, “too” presumptive, or “too” assertive is off-putting.

I think they’re missing the point.

Here’s an uncomfortable truth.

Even leaders prefer to be led. 

Like everyone else's, your interviewer's brain is wired to conserve energy. By taking control of the narrative, you're not being presumptuous—you're providing cognitive clarity.

You're doing the heavy lifting of creating structure and direction, which paradoxically makes you more valuable as a leader. 

I call it eliminating the friction.

Yet the mediocre majority—and yes, they are the majority—will perform impressive mental contortion trying to guess what their interviewer wants to hear.

They'll twist themselves into pretzels, sacrificing authenticity for approval, desperately trying to appear perfectly aligned with whatever role they're chasing.

All for a paycheck.

If you nod along, recognizing yourself in that description, you're playing the wrong game entirely. You surrender both your power and your leverage in one fell swoop.

True leaders? 

They operate in a different dimension.

They're not here to impress—they're here to align. And that alignment comes from a position of power, not desperation.

They understand that leadership isn't about waiting for permission—it's about taking intelligent action before anyone asks.

When they spot a gap between their vision and the current opportunity, they don't shrink their ambitions to fit the role.

Instead, they actively reshape the role to serve both parties' interests.

They are architects of opportunity, not applicants for pre-existing positions.

I’ve observed how truly exceptional executives act when alignment can't be achieved—they don't compromise. They confidently recommend someone else who's a better fit, knowing their right opportunity isn't out there waiting to be found—it's waiting to be created.

The contrast couldn't be more stark.

Average executives hunt for jobs like desperate shoppers at a clearance sale.

Exceptional executives craft opportunities like master architects designing their masterpieces.

Which are you?

The next time you walk into an executive interview, remember this: You're not there to fit into someone else's box. You're there to create something new—that serves both your vision and their needs.

Anything less is just another mid-level job application.

Engineer Your Authentic Narrative

"Fake it till you make it" isn't just a cliché—it's a psychological hack backed by behavioral science. Over time, your brain can't tell the difference between what you repeatedly say and what's real. 

Neither can your audience.

This isn't about deception. It's about intention. 

It's about programming both your mind and your market to see you as you will become, not just as you are today.

Want to be seen as CEO material?

Stop waiting until you've checked every imaginary box. Start speaking the language of chief executives and showcasing your business acumen and knowledge of how businesses grow.

• "Here's how I evaluate each function of the business..."

• "One lesson I've learned about scaling organizations is..."

• "What interests me most about your challenges are the implications of moving up the market..."

• “I was interviewing for a CEO position just the other day, and funny enough, they have similar business challenges. Here’s what I learned…” 

Notice what's happening here? You're not claiming skills you don't have—you're showcasing your strategic lens.

Want to be considered for strategic roles?

Don't wait for permission to think strategically. Lead with insights like:

• "The industry is moving toward X, which means..."

• "Looking at the market, there's an opportunity to..."

• "The most interesting challenge in this space isn't what most people think..."

Most executives stumble by waiting to be asked their opinion. They sit on insights, waiting for the perfect moment. They hold back their vision, fearing it might be "too much."

Stop it.

Have a damn opinion—especially if it's contrarian.

You'll stand out.

Your job isn't to make your ambition palatable—it's to make it inevitable. That’s what leaders do.

You need to get your talking points across. If you can’t accomplish your influence during an interview, how are you going to lead with influence across an entire organization?

This requires what I call "narrative consistency."

Every interaction, LinkedIn post, and casual conversation should reinforce your future vision—not in an obnoxious way but in a clear, unmistakable direction.

The Formula:

1. State where you're headed.

2. Show why it's a natural progression.

3. Demonstrate relevant thinking.

4. Invite collaboration on the journey.

For example: 

💬

"Call me crazy, but I've always been driven to become a CEO someday [direction]. It’s why I’ve focused my roles on mastering every function of the business [progression]. Just last quarter, I led a transformation that increased efficiency by 40% and it helped me connect the dots across the organization [demonstration]. If I’m honest, that’s what excites me most about working with you. I am choosing to work with a CEO that I can respect and learn from, and I suspect we can lean on each other through this next phase of growth [collaboration]."

The key is authenticity in ambition. 

Don't just parrot what you think others want to hear—architect a vision that genuinely drives you. Your storytelling should feel as natural as breathing because it's rooted in your true aspirations.

A powerful vision matters more than coifed delivery—authenticity resonates deeper than polish.

Remember:

• Average executives wait to be discovered.

• Good executives position themselves for opportunities.

• Exceptional executives create their gravity.

The difference?

Exceptional executives understand that narrative isn't just about telling your story—it's about creating a reality you speak into existence, one conversation at a time.

Think compound interest, but for your career narrative: Every time you consistently share your vision, it creates echoes. Each echo amplifies your message. Each amplification draws more allies to your cause.

Soon, you're not the only one telling your story—your reputation begins to precede you, creating a self-fulfilling prophecy of success.

This isn't magic. It's deliberate narrative architecture.

Advanced Strategies & Examples

You've crafted your narrative. You've aligned your ideally authentic ambitions.

Now it's time to turn your message into a movement.

Think Nike. Think Apple. Think of the most powerful brands in the world. They didn't achieve icon status through clever copywriting—they achieved it through relentless consistency. 

Your executive brand demands the same discipline.

The Psychology of Inevitability

People need to hear your message at least seven times before it sinks in. But here's the real secret—they need to hear it from different angles, in different contexts, through different channels.

Let me show you how this works in practice:

When a CEO says, "Tell me about your vision," they're not just asking about your future—they're testing whether your answer aligns with:

• What they read on your LinkedIn profile last night.

• The article you authored last month.

• What their network has been saying about you.

• The consistent thread running through your references.

• Your reputation in the industry.

• The message you've been spreading in the market.

• The follow-up communications you've sent.

See the pattern?

Your "What's next?" answer isn't just a response to a question—it's the culmination of a carefully orchestrated campaign. 

Each touchpoint reinforces the others, creating what psychologists call the "mere exposure effect"—the more someone encounters your consistent message, the more inevitable your vision becomes.

Use Power Language for Impact

Let's get more tactical. 

Your language choices either cement your future leadership or subtly undermine it. 

There is no neutral ground.

Instead of: "I hope to..."
Use: "I'm building toward..."

Instead of: "I'd like to..."
Use: "I'm developing..."

Instead of: "I’m sorry..."
Use: "Thank you for understanding..."

Notice the shift? 

The distinction lies in assertive rather than tentative language.

When you replace uncertain phrases with definitive statements, you demonstrate executive presence and command. 

Active language establishes authority naturally, while passive language will inadvertently signal deference or hesitation. 

The impact extends beyond word choice—it shapes how others perceive your leadership capacity and decision-making ability.

The Authenticity Paradox

Now, I know what you're thinking: "This sounds like manipulation. What about authenticity?"

Authenticity without strategy is just unfiltered emotion. Strategy without authenticity is manipulation. You need both.

Think of it this way:

• Your present reality is your foundation.

• Your future vision is your destination.

• Your strategic narrative is the bridge between them.

The key is ensuring each reinforces the other. Here's an example of how to tell your story at three different levels of sophistication:

Leadership Example

Basic (Past-Focused) "I've led a team of 50 engineers, shipped three major products, and increased revenue by 40%."

Better (Strategic Bridge) "Leading engineering taught me how to build and motivate high-performing teams. I'm now expanding beyond technical leadership to help entire organizations deliver better results. The principles that drove our 40% growth transfer directly to other departments."

✅

Best (Future Vision) "I started with 5 engineers, grew to 50, and delivered 40% revenue growth. Now I'm ready to apply those lessons across the entire organization. The challenges of aligning teams, setting clear direction, and driving results are universal—whether you're building software or running a company. I see the same patterns in the challenges you're facing. Tell me about…"

Revenue Example

Basic (Past-Focused) "I grew revenue from $10M to $50M by expanding into new markets."

Better (Strategic Bridge) "Growing from $10M to $50M taught me what works—and what doesn't—in market expansion. I'm using those lessons to build repeatable growth strategies that work in any market segment."

✅

Best (Future Vision) "The path from $10M to $50M showed me that sustainable growth comes from building the right foundations first. Your challenge at $100M is familiar—it's the same wall we hit at $50M, just at a different scale. I've learned how to break through those barriers—and I’m sure you’re feeling them too. What’s the biggest thorn right now?"

Innovation Example

Basic (Past-Focused) "I've launched three products that captured 30% market share in new segments."

Better (Strategic Bridge) "After launching three successful products, I've learned how to spot market opportunities and execute on them. Now I help companies turn market insights into winning strategies."

✅

Best (Future Vision) "I've learned the hard way what makes new products succeed or fail. Each of our launches that captured 30% market share taught me something valuable about timing, positioning, and execution. Looking at your market challenges, I see familiar patterns—what’s the first opportunity you and I tackle together here?"

Notice what makes the "Best" versions work:

1. Starts with concrete proof.

2. Shows clear progression.

3. Connects to the future.

4. Speaks to specific challenges.

5. Uses clear, accessible language.

6. Demonstrates practical wisdom.

7. Makes it important to them and gets them talking more.

The key is making your future direction feel like a natural next step, not a wild leap. Your past wins and current work should make your future goals inevitable.

Advanced Psychology Applications

One of my most valuable contributions to clients is teaching them how to leverage their 'What's next?' narrative to establish negotiating power well before compensation discussions begin.

Here are a few advanced strategies for you to strengthen your position further.

The Consistency Trap

People feel compelled to act in alignment with their stated positions. Use this to your advantage.

How it works: When an interviewer says, "Your vision for scaling organizations is impressive," they've just invested in your narrative. They're now more likely to champion you as a scaling expert.

Power move: Get them to verbally acknowledge your value early: "What aspects of my scaling experience interest you most?" Their answer becomes their commitment to your value.

The Social Proof Strategy

Humans trust what others have already validated. Especially people that they admire.

How it works: "Just the other day, another unicorn startup approached me about a CTO role—likely because of that incredible IPO we ran..."

This isn't bragging—it's providing evidence that others value your expertise. You're not just claiming value; you're proving it through market validation.

The Scarcity Principle

Make them feel your combination of skills is rare and valuable.

How it works: "My background combining private equity and operations has given me insight into scaling challenges that most executives never see..."

You're not just different—you're offering something they can't readily find elsewhere.

The Authority Position

Establish yourself as a thought leader, not just a candidate.

How it works: Instead of simply answering questions, start solving problems: "Based on what I've seen in similar transformations, here are the three critical challenges we'll face..."

Closing Thoughts

The most powerful executives don't just tell their story—they create a gravity field that pulls opportunities toward them.

You need to use “What’s next?” in networking contexts as well—not just for interviews.

Here's how:

Plant seeds in every conversation:

• "Based on my experience solving similar problems..."

• "Here's what worked when I faced this challenge..."

• "I've seen this pattern before, and here's what matters most..."

Build your chorus:

• Turn colleagues and your network into advocates.

• Get your wins into circulation.

• Share credit strategically.

Own your story:

• Offer solutions, not just observations.

• Turn roadblocks into opportunities.

• Be the bridge between problems and answers.

Your reputation isn't just what you say about yourself—it's what others say when you're not in the room.

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Stay fearless, friends.