In short
In challenge: How can aspiring CEOs successfully navigate the complexities of today's corporate world to reach the C-suite? The traditional path to leadership is no longer a straight line and requires more than just ambition and a great plan.
The answer: Award-winning author Bill Cowan and Executive Search Managing Director Cameron Eustice explore a variety of strategies beyond simple ambition, including strategic planning, networking, and personal branding.
The result: Professionals who have a clear idea of what is required to step into the top seat of an Australian business.
View Cameron’s bio here
Cameron Eustice is Managing Director of Executive Search at Robert Half. With almost 20 years of experience in the realm of executive talent acquisition, Cameron's earned a reputation for excellence. Partnering with Boards, C-suite, and Executive/General Management to deliver superior leadership appointments, Cameron has observed the importance of business succession planning firsthand.
The modern workplace is more complex than ever. We're navigating rapid business and digital transformation, fierce global competition, and the challenge of building strong workplace culture all while adapting to hybrid environments and flexible work arrangements. And of course, we’re doing all this while maintaining productivity and meeting the expectations of shareholders, owners, and investors.
From my perspective, successfully progressing your executive career to the C-suite requires more than ambition. It demands intentional planning, a deep understanding of the corporate landscape, strategic networking, and the ability to build and communicate a strong, authentic personal brand.
I recently had the pleasure of sitting down with award-winning author Bill Cowan to explore this very topic: how to chart a meaningful and achievable path to becoming a CEO in Australia. Our conversation covered the realities of executive leadership, the skills that matter most, and the mindset required to lead in today’s dynamic environment.
About Bill Cowan
Bill Cowan is the award-winning author of Building a Winning Career. In his book, Bill shares invaluable frameworks and tips for those seeking executive career advancement and ultimate pathway to CEO or other senior roles, drawing on his more than three decades of top-tier executive management experience.
Bill has been a trusted advisor for Boards and CEOs across the globe. Along the way he has delivered important insights for guiding both major commercial businesses and non-profit organisations to success. As a CEO and Chair himself, Bill has his own significant personal career journey, and has a strong point of view on what it takes to climb up the ladder and become a senior executive in Australia.
Added to this, Bill’s expertise in career transition management has helped in excess of 1,000 senior executives to navigate their career paths with impressive outcomes.
The journey to the top in corporate Australia is almost never straight forward. Bill's diverse career, from an engineering and commerce graduate, McKinsey Partner, to CEO of Southern Cross Broadcasting, and then a distinguished career coach, exemplifies the non-linear nature of career progress today.
Bill's reflections on his journey underscore the element of unpredictability in reaching leadership positions.
Many senior people have a great plan. But in today’s dynamic workplace, these plans rarely work out as you expect, he states, highlighting that unexpected events are common. “The key”, he says, “is to be prepared when opportunities are presented.”
7 key insights on how to become a CEO in Australia
1. Using career transitions to your advantage
Career transitions are pivotal moments that can significantly impact one’s trajectory toward executive roles. Bill outlines four major challenges encountered during these periods:
The decision to leave or being compelled to leave a job, and what to do next
Underestimating the competitiveness of the job market, and being poorly prepared
Navigating forward without constructive advice or validation of your strengths, and
The arduous task of preparing thoroughly before you invest in building your network.
He emphasises that success in career growth usually comes down to proper preparation and the ability to build and leverage one's personal brand effectively. This is reminiscent of the adage, "the more I practice, the luckier I get," demonstrating the importance of maximising not only the impact of your brand but also your positive exposure to key decision makers.
Related: How to change careers
2. The art of building a strategic network
Bill stress the importance of networking beyond immediate circles to include second and third-tier connections, the latter being where most job opportunities are discovered.
"Probably 80% of job opportunities will come through your extended network. Therefore, it is important to expand your network. It is surprising that the best opportunities rarely come from our direct connections, or even their connections. They come from the 'C' list – your 3rd degree connections," Bill elaborates. Building and expanding your network not only increases your visibility but also expands the diversity of your network, which is crucial for uncovering new opportunities. “As you expand your network, you need to remember: Ask for advice and you will get a job. Ask for a job and you will get advice!”
I added that aligning career aspirations with strategic career planning is vital, involving not just goal setting but actively seeking opportunities and relationships that propel one toward these goals.
3. Cultivating a strong personal brand and managing stress
When Bill and I sat down to talk about personal branding and the journey to becoming a CEO, one thing we both agreed on is that your brand goes far beyond how you present yourself externally. It’s really about how you behave under pressure. At the senior executive level, that’s what builds trust and credibility. As Bill put it, “Your brand is more than how you dress or speak; it’s how you behave under stress.” That kind of resilience and composure is what separates good leaders from great ones.
Setbacks are inevitable in any career, especially at the top. How you respond to those moments says a lot about your leadership style and your values. Bill also made a powerful point: if your personal values don’t align with the organisation or its leadership, then it’s not the right role for you. That kind of clarity is essential when you're making career-defining decisions.
From my perspective, the focus in today’s corporate landscape has shifted. It’s no longer just about technical skills or IQ. Emotional intelligence (EQ) is now a critical differentiator. Leaders need to be able to manage stress, build trust, and engage meaningfully with stakeholders, especially in the hybrid workplace environment we’re all navigating. EQ is what enables leaders to connect, adapt, and lead with authenticity.
Related: How to build my personal brand to become CFO
4. Working out what makes you special and building on this
One of the most insightful points Bill raised during our conversation was that many professionals don’t actually know what makes them unique and they often worry about how they’ll be perceived when stepping into the job market. He shared the story of an executive who had spent 20 years at a large, well-known company. You’d think that kind of tenure would be a major asset, but surprisingly, it became a hurdle. Some hiring managers saw it as a sign the candidate might be too set in their ways or lacking drive.
It wasn’t until that executive took on a short-term role at a smaller, fast-paced business that perceptions shifted. Suddenly, people saw agility, adaptability, and hunger. Doors that had previously been closed started opening. That story really stuck with me as it’s a powerful reminder of how important it is to frame your experience in a way that highlights your strengths.
I often tell candidates that how you position your career journey matters. If you’ve had a series of shorter roles, and you’ve made a strong impact in each, then own that narrative. Position yourself as a change agent, not someone who can’t commit. It’s all about clarity and confidence in how you present your value.
When I review candidates for leadership roles, I’m not just looking at tenure. I’m far more interested in the value they created while they were there like their impact on teams, stakeholders, and the broader organisation. I want to understand how they lead, how they inspire, and how they drive meaningful outcomes. That’s what makes a great leader stand out.
5. Embracing technology and innovation
In today’s business environment, aspiring CEOs must embrace technology and innovation, it’s no longer optional. The pace of digital transformation across industries demands leaders who aren’t just comfortable with tech, but who can anticipate trends and use them to create competitive advantage.
But innovation isn’t just about launching new products or services. It’s also about shaping culture. I’ve seen firsthand how creating a culture of innovation can be a game-changer for organisations. It promotes agility, encourages continuous improvement, and builds resilience which are all qualities that are essential for any future CEO.
As I often say, the CEOs of tomorrow are those who foster innovation today. They create environments where experimentation is encouraged, trust is built through collaboration, and failure is treated as a learning opportunity. They lead teams that are adaptable, engaged, and ready to evolve with the market.
That kind of leadership doesn’t happen by accident, and it starts with how you show up every day.
Related: How do CFOs leverage technology for business growth
6. Setting lofty goals and seeking validation
Bill’s philosophy of aiming high is encapsulated in his advice: "I want you to aim for the stars and hit the moon. If you aim low and hit your target, you are not likely to be reaching your true potential.”
Thinking about where your career might lead involves finding out what your peers and colleagues believe makes you special. This approach ensures that you not only set high goals but also ground your aspirations on robust preparation and feedback. In this regard, seeking validation from colleagues who have seen you at your best is vital. This feedback provides you with extremely beneficial encouragement. Just as important, it makes your description of yourself much more compelling by allowing you to explain what your colleagues think makes you special. This might be as simple as saying that you are fun to work with. Drawing on what others say about you adds dramatically to your credibility and confidence as you build your network and participate in interviews.
7. The importance of having a mentor and seeking coaching
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Another critical element in the journey to CEO is the role of mentorship and coaching. Successfully navigating the complexities of executive leadership will usually benefit greatly from guidance from those who’ve already walked the path.
Mentors can provide invaluable insights, challenge your thinking and open doors to new opportunities. "Having a mentor is like having a compass on your journey to the top. They can help you navigate through challenges and keep you focused on your ultimate goals," says Bill. “Also, coaches can also assist you to explore new options and provide an important sounding board for you, in a way that is not possible by discussing your concerns and possibilities for moving forward with your family or colleagues.”
Incorporating these elements into your strategic approach to leadership can significantly enhance your readiness and qualifications for a CEO role, positioning you as a forward-thinking, resilient and adaptive leader ready to tackle the challenges of modern business leadership.
Your journey to becoming a CEO in Australia
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From my experience recruiting for CEO roles, the road to becoming a CEO in Australia is paved with strategic decision-making, a genuine curiosity for continuous learning, and the ability to build meaningful, authentic relationships. It’s a journey that requires intention, reflection, and a clear sense of direction.
Drawing on the insights Bill and I discussed, I believe aspiring leaders should take the time to map out a career path that prioritises adaptability, personal branding, and strategic networking.
As you chart your course toward executive leadership, remember it’s not just about reaching the destination. It’s about the lessons you learn, the relationships you build, and the impact you make along the way. That’s what defines a truly successful leadership journey.
Frequently Asked Questions (FAQs)
How do you become a CEO of a company?
It entails years of dedicated hard work, continuous learning, and demonstrating increasing levels of responsibility and impact within an organisation or across different companies.
What qualifications do I need to be a CEO?
Becoming a CEO typically involves a combination of strong education (often a business-related degree and sometimes an MBA), extensive and progressive leadership experience across different business functions, a proven track record of driving results and strategic thinking, exceptional communication and interpersonal skills, and often a bit of opportunity and networking.
What is a CEO salary in Australia?
It varies for every CEO depending on factors like company size, industry and location. Our Executive Search team can help you identify an appropriate salary for a CEO. Get in touch with them today.
