We all love a good revolution.
The Jantar Mantar protests in Delhi, India led by primarily Gen Zs and students created a stir across India. The inner rebel within many of us was delighted to see young people standing firm against the massive power of the government.
We praise public rebellion, yet at work, we play it so safe we won't even advocate for ourselves. One of the most obvious forms of career advancement is promotion, and in our heads we have an unstated linear process on how that happens.
Do good work → wait for a reasonable amount of time (maybe 2 years) → indicate occasionally and indirectly to your manager that you want a promotion (or stay quiet) → pray and hope you get promoted in the coming cycle (because you did excellent work, or it is high time or because x who studied with me is a Director) → be terribly disappointed for a few weeks when it does not materialise → quiet quit and search for another job or become bitter and cynical about the system.
We expect the system to work in a certain way, and this means we do not take 'proactive' steps to get our promotions. We think about the promotion after a certain time has elapsed in our tenure, or we have met the criteria to qualify for a promotion (like consecutive top performance ratings) and then hesitantly put forth our expectations of a promotion. But in most cases, beyond the junior levels, career advancement does not work like that.
We treat our careers like an indie movie. Do the work, drop it into the world, and hope an audience shows up. But even the biggest blockbusters don't operate on hope. Think of Christopher Nolan's epic historical movie, "The Odyssey". You would think that he wrote the script, directed the movie, released it in theatres, and people went out and bought tickets. No, the "success" of "The Odyssey" was not left to chance.
The promotion timeline for the movie began exactly a year before it was released.
- 12 Months Out (July 2025): Tickets went on sale exclusively for IMAX 70mm screens, an unprecedented move that immediately sold out across major global markets.
- 7 Months Out (January 2026): Teasers dropped, and the cast began appearing on targeted podcasts and television shows.
- Release Week: Universal executed a structural "cast takeover" on late-night television and global promotional tour across 3 continents.
You would think that the Director with an established history of storytelling, filmmaking, making a movie based on Homer's 'The Odyssey', with a star cast of Anne Hathaway, Matt Damon would not need all this promotion to ensure his movie's success, but yet they did.
This is the single most important takeaway for your career: If you want to be promoted two years from now, you have to lay the groundwork right now. If you want to move up in the next cycle, you need to actively position yourself to key stakeholders starting today.
The challenge? Highly competent people often feel uncomfortable putting themselves out there. They believe it is immodest to showcase their own work.
This is not about self-aggrandizing behaviour or claiming abilities you do not have. It is not exaggeration, but shining an intentional spotlight on your actual impact, with the right audience, at the right time.
If you have your eyes on a promotion, what does your "promotion preparation timeline" look like?
3 Steps to Launch Your Promotion Campaign
- Map Key Decision-Makers: Who actually decides your promotion besides your direct manager? Are those stakeholders familiar with you and your work?
- Document Micro-Wins Weekly: Do not wait for annual performance appraisal season to scramble for proof. Keep a running record of project outcomes, stretch assignments, positive feedback, and metrics.
- Plant Seeds Early: Talk to your manager about your career trajectory 12 to 24 months in advance. Frame it collaboratively and co-create a clear development plan to get you there.
Frequently asked questions
Why do highly competent people often get overlooked for promotions?
Competent professionals tend to believe that excellent work speaks for itself. They focus on delivering results and assume the system will reward them automatically. But beyond junior levels, promotions are political decisions that require visibility, advocacy and strategic positioning, not just performance.
How far in advance should I start preparing for a promotion?
Ideally, 12 to 24 months before the cycle you are targeting. This gives you time to build relationships with key decision-makers, document your impact systematically and have career trajectory conversations with your manager. Starting early transforms promotion from a hopeful request into a structured campaign.
Is self-promotion the same as being political or manipulative?
No. Self-promotion in this context means shining an intentional spotlight on your actual impact with the right audience at the right time. It is not about exaggerating your abilities or claiming credit for work you did not do. It is about ensuring the people who make decisions about your career are aware of your contributions.