Doing a Great Job Won’t Get You Promoted—Here’s What Will

You’ve worked hard, hit every target, and delivered on expectations. But here’s the cold truth: doing a good job won’t get you promoted.

Here’s what most people get wrong: promotions aren’t handed out because of effort (or worse, tenure!)—they’re given when you create value that makes the next step necessary. If you’re stuck believing that hard work alone leads to advancement, it’s time for a mindset shift.

Think about it: If you're doing your current job flawlessly but not showing that you’re capable of solving higher-level business problems, you’re still viewed as the right fit for your current position—not the next one.

The Truth: Promotions Are Business Decisions, Not Rewards

Let’s face it, promotions are expensive—and not just financially. When a company promotes someone, they’re taking on more than just a higher salary—they’re facing potential disruption, changes in team dynamics, and increased expectations. Promotions aren’t rewards; they’re investments that need to deliver a return.

So, if you want that promotion, you need to prove that you’re worth the investment. This means stepping beyond your current role and showing you can solve the problems that really matter to the business. You must create value that not only justifies the cost but also anticipates and addresses the risks—whether that’s managing team disruption, meeting higher expectations, or navigating the changes that come with taking on a bigger role.

The Shift You Need to Make: From Working Hard to Creating Value

The biggest shift you need to make is moving from a mindset of entitlement (“I’ve worked hard, so I deserve a promotion”) to one of strategic value creation (“How can I solve problems that make my promotion a smart investment?”). Start thinking like the business—consider what the company needs, not just what you’ve done. If you want to move up, you need to focus on solving the problems that matter most to the business. Ask yourself:

• What challenge, if solved, would create disproportionate value for the company?

• How can I contribute to our business goals in a way that no one else is?

When you stop doing more of the same and start creating value that moves the needle, you position yourself as someone the company needs at the next level.

Your Work Won't Speak for Itself—You Have To

One of the most overlooked aspects of getting promoted is self-marketing. Many hardworking professionals believe their results will speak for themselves, but the truth is, if you’re not communicating your value, you’re missing out.

Promotions go to those who are seen and heard by the right people. Make sure your contributions are recognized, and that you’re positioning yourself as a solution to the company’s most pressing problems. When the additional value you will bring is clear, your promotion becomes inevitable. As one of my favorite CEOs used to say, it becomes a “but, of course” decision.

The Bottom Line

Doing your job well isn’t enough to get promoted. If you want to move up, you need to create disproportionate value by solving the right problems and showing that you’re ready for the next level. When you make that shift, your promotion becomes inevitable.

P.S. Ready to make your next move? Download the Promotion Playbook and learn how to make your promotion inevitable.