How To Be The Obvious Choice To Be CEO
A few years ago, a coaching client came to me because - as the division president - he wanted to become the division CEO, which would put him on the path to becoming global CEO. He knew he needed help tweaking the way he talked about his impact at the company and how he presented himself to the board.
And my first questions surprised him: “Tell me your strategy for making a presentation.” “How do you contribute in leadership team meetings?
Now, this coaching client had worked his way up in marketing, so everything he said in meetings was through the lens of marketing or operations. He wasn’t speaking about the macro aspects of the business; he was speaking more about analytics and product launches, i.e., about the details.
A President or COO tends to focus on and speak about the granular, day-to-day aspects of a business. A CEO thinks about how the day to day will impact the future and speaks to that broader vision. If you want people to think of you as a CEO, you have to first speak like one.
So we changed the way my client spoke.
Instead of saying “This campaign had a good ROI,” he started saying “Our planning strategies have delivered the growth and profitability that is required to help us hit our annual goals and be aligned with our five-year, long-term plan.”
See the difference?
If you’re a CMO, CFO, or COO and want to be the next CEO of your company, here’s the hard truth: what got you here won’t get you there. The skills and strategies that made you successful in your current role might not be enough to convince decision-makers that you’re ready for the top job.
That’s where an executive coach comes in. A great executive coach can help a high-performing executive shift from being a great functional leader to being seen as an enterprise-wide, visionary leader—the kind that boards and sitting CEOs will trust to assume the reins.
Strengthen your strategic presence and communication
CEOs aren’t just decision-makers—they set the vision and inspire people, from the board to investors to employees.
A lot of executives have the operational chops to run a company, but they may struggle with:
Communicating a bold long-term vision
Building credibility with the board
Translating complex strategies into clear, persuasive messaging
A leadership coach helps you refine your executive presence by:
Teaching you to speak the board’s language—focusing on big-picture impact, financial performance, and business complexity
Crafting compelling narratives that inspire confidence
Mastering storytelling to make complex ideas engaging
For example, if you’re a CFO aiming for the CEO role, your job isn’t just about reporting numbers—it’s about showing how financial strategy drives business innovation, growth, and smart risk management.
🔗 Want to get better at giving clear, strategic feedback? Check out How to Give Feedback Without Making People Hate You
Delegate and elevate—stop being the doer
One of the biggest mindset shifts for future CEOs is learning to step back from execution and focus on the big picture. Many CMOs, CFOs, and COOs are high-achievers who love being involved in the details. But if you’re spending too much time in the weeds, it’s hard for decision-makers to see you as being ready for the CEO role.
You’ll want to figure out what to delegate and where to elevate so you can:
Spend more time on strategy and vision
Let your team lift you up so you can focus on higher-level goals
Position yourself as a CEO by operating at that level before you have the title
Build relationships with key decision-makers
No one becomes CEO in a vacuum. The board, CEO, and executive team need to believe in your leadership before you get the job. But many leaders underestimate the importance of intentionally building relationships with key stakeholders.
You’ll want to work on:
Identifying who really influences the CEO succession decision
Developing a strategy for building stronger relationships with the board
Learning how to communicate your readiness without seeming self-promotional
If you want to be CEO, people at the highest levels should already see you as the clear choice before the position is even open.
Overcome blind spots that could cost you the promotion
Even the most talented executives have blind spots that can hold them back from a CEO promotion. These can include:
Being too risk-averse and not showing bold thinking
Lacking charismatic leadership presence
Struggling to build strong cross-functional relationships
Being perceived as too focused on execution rather than vision
An executive coach gives you honest feedback about how others perceive you—and actionable strategies to close the gap. If your company has identified you as a potential CEO, they’re watching your leadership evolution closely. Don’t let small blind spots keep you from the top job.
If you’re a CMO, CFO, or COO who wants to be the next CEO, you need to actively shape how others perceive you. If you’re serious about making the leap, let’s chat!