5 min read

This Is Why Some Careers Skyrocket And Others Don’t

Early in my career at Microsoft, I was surrounded by brilliant minds. I thought my technical skills and hard work would speak for themselves.

But after two years of giving it my all, I watched as others - some with less experience - got promoted over me.

It was a wake-up call. I realized there was a crucial piece of the puzzle I was missing. Actually, two pieces: marketing and marketability.

Today, I want to break down the difference between these two often-confused concepts and show you why mastering both is essential for your journey to the executive suite.

The Marketability vs. Marketing Conundrum

First, let's clear up a common misconception: being marketable and marketing yourself are not the same thing.

They're two distinct challenges that every aspiring executive needs to tackle.

Marketability is about your actual skills, presence, and reputation. It's the substance of what you bring to the table.
Marketing yourself is about learning how to sell your skills and build relationships. It's the art of making your value known.

Think of it this way: marketability is the quality of what's inside the package, while marketing is how you present and sell that package.

Boosting Your Marketability: Becoming the Full Package

Let's talk about marketability first because, let's face it, if you don't have the goods, you won't be able to sell yourself anyway.

Marketability is about becoming a person worth promoting.

It's about developing the skills, presence, and reputation that make you “executive material’ - a valuable leader to your organization and the market at large.

Here's how to boost your marketability:

Develop your skills: Stay ahead of industry trends. Continuously learn and upskill. Don't just focus on technical skills - develop your leadership and strategic thinking abilities too.

How? Don’t wait for the next corporate training or for your manager to tell you what to do. Study the best executives, identify their skills and qualities, and intentionally take action to close your gaps.

Build your track record: Seek out high-impact projects. Volunteer for challenging assignments. Create a portfolio of achievements that speaks for itself.

How? Don’t wait for opportunities to magically fall in your lap. Instead, go out and ask for them, or even create them if they don’t exist. And more importantly, stop saying yes to every task that comes your way. Learn to strategically say ‘no’ and protect your schedule so you can make time for impactful work.

Cultivate executive presence: This isn't about being arrogant or demonstrating movie star charisma, It's about how you carry yourself, how you communicate, and sell yourself.

How? Executive presence is a combination of many little daily actions. In a nutshell, you’ll need to crank up your impact, boost your visibility, and learn to communicate like an executive. Check out this guide and this one for a step-by-step strategy.

Nurture your reputation: Your reputation will open doors for you. Be known for your integrity, your ability to deliver results, and your leadership. Always do what you say you'll do, and go above and beyond when you can.

How? Master this formula for building relationships that get you promoted.

The Power of Self-Marketing: Making Your Value Known

Now that we've covered marketability, let's talk about marketing. Because here's the truth I learned: if you don't tell your story, someone else will - and they might not get it right.

I used to cringe at the idea of "selling myself." It felt fake, like I was trying to be someone I'm not.

But self-marketing isn't about bragging or being inauthentic. It's about effectively communicating your values and building meaningful relationships.

Here's how you can start:

Craft your narrative: What's your unique story? What challenges have you overcome? What results have you achieved? Develop a compelling narrative that showcases your journey and your value.
Build your personal brand: This isn't about creating a flashy logo. It's about consistently demonstrating your expertise and values. Share your insights on LinkedIn, speak at industry events, or write articles for your company's blog.
Network strategically: Don't just be friendly. Focus on building strategic relationships with people who can support your career growth. It's not just about who you know, it's about who knows what you can do.
Master the art of the humble brag: Learn to share your accomplishments in a way that's confident yet gracious. It takes some practice but once you nail it, you’ll be advocating for yourself on autopilot. Here are a few ideas that I learned from Taylor Swift.

This is where so many talented high achievers get stuck. They have the skills and capabilities, but they struggle to sell themselves. Solving this problem can completely transform your career.

The Magic Happens When Marketability Meets Marketing

You need both marketability and marketing to truly succeed.

All the self-promotion in the world won't help if you can't back it up with real skills and results. Conversely, being great at your job won't matter if no one knows about it.

When you combine genuine marketability with effective self-marketing, that's when doors really start to open.

You become not just a candidate for executive roles, but a sought-after asset that companies compete for.

Identifying Your Biggest Challenge: Marketing or Marketability?

Not sure whether you need to focus on boosting your marketability or improving your self-marketing?

Let's do a quick self-assessment. Ask yourself these questions:

Do you consistently hit or exceed your goals, but still hear you're "not ready" for the next level?
Are you often passed over for high-visibility projects despite your track record?
Do colleagues seem surprised when they learn about your accomplishments?

If you answered "yes" to these, your challenge is likely marketing. You have the skills, but you're not effectively communicating your value.

On the flip side:

Do you struggle to deliver strategic results in your role?
Are there significant gaps in your skillset compared to those in positions above you?
Do you find it difficult to articulate your unique value proposition?

If these resonate with you, focus on marketability. You need to build your skills and track record before worrying about self-promotion.

Most of us need to work on both areas.

But identifying your bigger challenge can help you prioritize your efforts for maximum impact.

Your Next Steps: Balancing Marketability and Marketing

Ready to level up both your marketability and marketing? Here's what you can do this week:

Answer the above questions to identify whether you have a marketing or marketability gap.
If it’s a marketability problem: Identify a skill gap. What's one skill that would make you more marketable in your industry?
Find a course or a book on that topic and commit to learning and applying that knowledge.
If it’s a marketing problem: Practice your elevator pitch. Can you concisely explain who you are and the value you bring in 30 seconds?
If not, work on it.
Once you nail it, update your LinkedIn profile so it tells your professional story effectively.