The Big Idea

By Level 10, you’re not selling software anymore. You’re selling confidence, clarity, and long-term alignment. The company needs you to represent it in the highest-stakes conversations—whether that’s a boardroom, a government policy session, a strategic customer renewal, or an M&A conversation.

You are now one of the company’s most trusted public-facing assets. When you speak, people should listen—not because of your title, but because you bring insight that matters.

You Know You’re Struggling When

You’re still mostly “internal,” while other execs carry the external weight.
You get pulled into late-stage sales conversations as a technical translator—not as a strategic peer.
Your presence doesn’t change the tone or outcome of a meeting.
You avoid high-stakes conversations because they’re outside your comfort zone.
You’re reactive, not invited.

If you’re not part of the conversation when it matters most, your influence is optional—and easy to ignore.

Ideal State

You are a respected external voice—not just inside the company, but outside it. Your presence in a room changes the energy. Partners ask your opinion. Large customers see you as a long-term ally. Acquirers or investors view you as a strategic thinker, not just a builder.

You can walk into any room—technical or not—and create clarity, build trust, and help close the distance between confusion and conviction.

You don’t just represent tech. You represent the company’s future.

Closing the Gap

Pick your arenas. Choose a few high-value spaces—executive customer engagements, industry panels, analyst briefings—and show up with force.
Train for clarity. Don’t speak in features. Speak in outcomes, risks, leverage, and tradeoffs.
Work with sales and BD. Don’t just show up. Co-design your presence in deals, renewals, and partnerships.
Write like an executive. Create memos, decks, or point-of-view docs that travel beyond your presence.
Turn consulting into strategy. When you advise, ask questions that shape direction—not just confirm alignment.