Trajectory vs. History
A practical framework for future‑focused executive branding
Most professionals build their entire brand around history, whther it’s titles, responsibilities, achievements, or tenure, it’s the default. It’s safe. It’s familiar.
But decision‑makers don’t choose based on history.
They choose based on trajectory and the direction you’re moving next.
This single shift is the difference between “impressive background” and “obvious fit.”
A client came to me last year with a résumé that was immaculate. 20 years in financial services, with promotions every few years. Bullet points that read like a museum exhibit of competence.
But she wasn’t getting traction.
Recruiters skimmed her profile and saw a long, successful past, but no signal of where she was headed next. Her story was historical, not directional.
When we reframed her narrative around her future lane, fintech strategy, everything changed. We highlighted her digital transformation work, the outcomes she drove, and the themes that pointed toward her next chapter.
➡️ Within 3 weeks, she had 2 interviews.
Nothing about her background changed. But the story did, and that’s what made the difference.
That’s the heart of the Executive Rebranding Program: shifting from “what I’ve done” to “what I’m built for next.”
Trajectory vs. History
Most professionals brand themselves around history like titles, responsibilities, and achievements. But decision‑makers don’t hire your past. They hire your direction.
History is a biography.
Trajectory is a signal.
When your narrative shows where you’re going next, you become easier to place, easier to champion, and easier to choose.
If your opportunities feel stalled, it’s rarely a skills problem.
It’s a story problem.
The Trajectory Shift: A 4‑Step Rewrite
Use this to audit your résumé, LinkedIn, or About page today:
Name your next lane.
Industry, function, or problem space.
If you don’t choose it, recruiters can’t infer it.
Identify your value themes: transformation, efficiency, growth, clarity, innovation. Pick 2–3 that match your future direction.
Show your method. A simple 3‑step approach or philosophy that explains how you create outcomes.
Rewrite forward. Every line should point to the future:
“I help organizations…”
“I specialize in…”
“My work focuses on…”
This is how you shift from biography to signal, and from being overlooked to being chosen.
If you want help making this shift, I’ve outlined the full Executive Rebranding process in a one‑pager.
Just reply “send it” and I’ll share it with you.
Here’s to a year of clarity, direction, and aligned opportunities.
The distinction between signal and biography is sharp and needed. Most people optimize theirprofile for backwards validation rather than forward fit. What worked for me was identifying 3 specific outcomes I wanted to own and rewriting everything through that lens, which made recruiting conversations go from vague interest to concrete roles immediately. The fintech example is perfect because it shows how specificity creates clarity for decision makers who are skimming hundreds of profiles. Trajectory beats credentials when both people have solid backgrounds.