Is your plan basically to do good work and wait for your manager to notice? That plan depends on a manager with the time and skill to run someone else's career, and if yours has a dozen direct reports and a calendar full of other people's problems, it fails quietly while you keep doing good work.
This article covers how to set a career direction, and how to measure progress before your title changes. It also covers what to ask your manager for, and when to conclude the limit is the company itself. Work through it in order, because the manager conversation goes much better after you've done the direction work.
The advice comes from Ethan Evans, a retired Amazon VP who now coaches executives; Nikhyl Singhal, who led product at Google and Meta and was CPO at Credit Karma; Deb Liu, CEO of Ancestry and a former VP at Facebook and PayPal; and the Mochary Method, the coaching curriculum Matt Mochary uses with tech CEOs.
Start with what you control
Ethan Evans created the Magic Loop, a five-step method for growing by taking on work your manager needs done. The full framework is covered in how to ask for a promotion. What matters here is the objection he keeps getting about it: shouldn't my manager be doing this for me?
The manager objection. The player below is queued to 11:13, the exact moment Ethan Evans answers it. Watch on YouTube.
"Many people ask me, well, why do I have to do this? Shouldn't my manager notice what I'm doing? Shouldn't my manager help with my career? Shouldn't my manager be planning for me? And what I say about that is, what your manager should do and $4 will get you a cup of coffee at Starbucks. The point of this loop is it's in your control. ... You can be sort of upset that your manager isn't perfect, but move on from that and take control of your own situation."
He's clear that a good manager would do those things. Plenty of managers aren't good at this part of the job, and plenty of good ones are stretched across too many people to plan anyone's career. So build your plan around moves you can make without anyone's permission.
Write two lists. The first list is actions you control: asking for feedback, picking a skill to build, proposing a project, writing down your results, meeting people, interviewing elsewhere to test the market. The second is outcomes you can only influence: a promotion, a new title, a stretch assignment, an offer. Plan your weeks from the first list, and use the second to check whether the plan is working.
Pick a direction before you pick a title
A useful direction describes the problems you want to work on, the kind of environment where you do well, the skills you want to build, and the constraints the job has to respect. It doesn't need to name a title, and it can change as you learn.
Enjoyment predicts performance. The player below is queued to 30:02, the exact moment Matt Mochary makes the case that you're bad at the work you don't enjoy. Watch on YouTube.
"If you don't enjoy it, here's the whammy: you're actually not good at it. Put someone in that role who loves it and they'll eat it up, because you don't love it, you're barely doing it now."
Nikhyl Singhal tells people to plan a career the way they'd plan a product: describe the strong future version, then work out the intermediate versions that get you there. He named his newsletter and podcast The Skip after the same idea. Looking one job past the next one keeps you from taking a move that looks good now but skips the experience you'll need later.
Career versions. The player below is queued to 8:08, the exact moment Nikhyl Singhal explains it. Watch on YouTube.
"What I try to tell people to think about is work backwards from your end state. Almost think of career as a product. So if you're building a good product, you think about, well, here's what a great product would look like, and then you break it into version one, version two, version three. ... The reason I called my newsletter, my podcast The Skip is because I always think about, like, what's not the next job but the one after it. Maybe think about not your boss's job but your boss's boss's job."
Write your own version down before you ask anyone for anything. Six lines covers it:
Your one-page career spec
- Three-year direction: the scope, problems, and environment you want.
- Next version: the role or responsibility that builds toward it.
- Evidence required: the results and behaviors that would make you credible.
- Current gaps: the skills, relationships, and experiences you're missing.
- Constraints: location, money, health, family, appetite for risk.
- Next 90 days: one outcome, plus the actions you control.
Measure your career with evidence
Deb Liu ran product at PayPal and Facebook before becoming CEO of Ancestry, and she coaches a lot of people. Her observation: the same people who bring research, milestones, timelines, and metrics to their products bring none of that to their own careers.
The career spec. The player below is queued to 24:07, the exact moment Deb Liu says it. Watch on YouTube.
"A lot of the greatest PMs are the worst PMs for their careers. They love products, they love the craft, they love, you know, the customer research, the data. They have plans, they have timelines, and then when it comes to their career they have none of those things. They just drift from job to job. ... If I said you had to write a spec for your career, what's in there, right? What are your milestones? What are the skills? What are the features that you want to have of your career? ... You actually have metrics for your product, and yet you don't have metrics for your career."
Pick measures that show progress before the title changes: a new skill used in live work, a bigger decision you own, better feedback from people you trust, a documented business result, a senior relationship built through real work, or more interest from recruiters and hiring managers when they see your experience.
Give your manager a job they can actually do
Now bring your manager the plan. They sit in the meetings where promotions get argued. They see projects before anyone announces them, and they can put your name on work you'd never hear about. None of that helps until you show up with a direction, some evidence, and one specific request.
A career ownership conversation
"Over the next two years I want to grow toward leading multi-team product launches. I think the next step is owning a cross-functional program with a measurable customer outcome. My strongest evidence is the Atlas launch, and my gap is influencing teams I don't manage. Next quarter I'd like to lead the onboarding redesign. Does that direction match what you see, and what evidence would make leadership trust me with that scope?"
Requests your manager is well placed to handle:
- Explain how bigger assignments and promotions actually get decided.
- Name the behavior or missing evidence that currently limits trust in you.
- Point you at an upcoming project where you can practice the skill you're missing.
- Introduce you to a leader whose work you need to understand.
- Advocate for you once the evidence exists.
Afterward, send a short recap with the goal, the next action, and a review date. Then keep the topic alive in your regular one-on-ones with your manager instead of parking it until the annual review.
Count how often you actually raise it
Work Coach follows one career goal across weeks of real 1:1s and tells you how many times you brought it up. Rehearse it against a stand-in before your next one.
Start Free Trial2-week trial, no credit card needed. Your data is never shared with your employer.
Build a career advisory circle
One manager can't give you every kind of guidance, and in a small company there may be nobody senior in your discipline at all. Build a small circle instead: a peer who sees your daily work, a former manager who knows your patterns, a senior operator who understands the level you're heading for, and someone outside the company who can tell you what the market thinks.
Ask each of them a precise question, like "What's missing from this promotion case?" or "Which of these two roles builds the skill I need faster?" A specific question gets a better answer than a general request for mentorship. Afterward, tell them what you did with the advice.
Run a 90-day career cycle
The Mochary Method starts goal setting with a simple test: describe the outcome that would make you say "I crushed it," then convert the goal into a next action that's fully in your control. It also recommends running only a few goals at a time so each one actually gets attention.
- Pick one outcome. For example: lead the pricing launch through executive approval by September 30.
- Name the evidence. A decision memo, aligned stakeholders, an approved plan, a measured result.
- Pick the next controllable action. Block 30 minutes to draft the stakeholder map.
- Review weekly. Write down progress, feedback, risks, and the next action.
- Review with your manager monthly. Ask for one course correction or one opening.
- Decide at 90 days. Keep going, change direction, or start testing outside options.
Know when the environment is the limit
Owning your career includes judging the system you're in. A busy manager can still tell you the truth and open a door now and then. A weak environment is different: expectations stay vague no matter how you ask, your manager hands the interesting work to someone else and doesn't say why, or raises the bar right after you clear it.
Sometimes the honest answer is structural, and no amount of performance changes it. On The Skip, Nikhyl Singhal took a question from a mid-career PM in London who was doing the work and still not getting promoted. His read was that the company may simply not have the job.
When the job doesn't exist. The player below is queued to 8:06, the exact moment Nikhyl Singhal says it. Watch on YouTube.
"Maybe they promote you slower than they think. Maybe they literally don't have the next level job, which is really what I'm reading here. ... If they're not hiring and if there's reducing staff at the next level and you're like, 'Look, I'm doing the job, but I'm not getting promoted,' the company is essentially saying, 'We wish we could promote, but you need to find a place where those positions are available.'"
Write down your goals, your evidence, what you asked for, and what your manager said. If several well-run cycles produce no clearer path, start interviewing to learn where your skills are valued and what you're still missing. And if you've already heard a no you don't fully understand, work through the questions to ask after a promotion denial before you conclude anything about the company.
Frequently asked questions
Is my manager responsible for my career development?
They're responsible for clear expectations, honest feedback, and reasonable support. The rest is on you: choosing a direction, building evidence, finding opportunities, and deciding whether the environment still fits.
How often should I talk about career growth with my manager?
Check in on a small career goal monthly and have a deeper direction conversation each quarter. Short regular updates work better than one big annual conversation, partly because they give your manager time to act.
What if I don't know what I want next?
Give yourself a six-month learning question instead of a goal. Try a type of work, talk to people in adjacent roles, and write down which problems give you energy and where other people seek out your help.
Should I tell my manager I'm exploring other roles?
It depends on trust, company culture, and whether you mean internal or external roles. You can talk about the experience you want and what the current role is missing without mentioning an external search before you're ready.
The career ownership system on one page
Direction
- Write a three-year direction and the next career version that builds toward it.
- Name the evidence and skills that version requires.
Execution
- Pick one 90-day outcome and a next action fully in your control.
- Review progress weekly in writing.
Support
- Bring your manager a direction, evidence, and one focused request, then recap in writing.
- Use an advisory circle for the feedback your manager can't give you.
Decide
- Judge the environment after repeated cycles, and test the external market if the path never gets clearer.
Sources
- Lenny's Podcast: Taking control of your career, with Ethan Evans (Jan 2024)
- Lenny's Podcast: Building a long and meaningful career, with Nikhyl Singhal (Jun 2023)
- Lenny's Podcast: Succeeding as an introvert, building zero-to-one, and PM'ing your career like a product, with Deb Liu (Aug 2024)
- The Skip: The Promotion Mistakes That Derail PM Careers, with Nikhyl Singhal (Feb 2026)
- The Mochary Method curriculum: Goals: How to Create Them
- Mochary Method: How to Conduct an Energy Audit and Why It Matters (Mochary Method Class 4) (Nov 2021)