How to Think Like a CEO (Even If You’re a Team of One)

Too many women in finance are doing all the right things—showing up, serving clients, staying on top of the details, even squeezing in trainings with what little time they have left—yet still wondering why their business isn’t growing the way it should. If this sounds familiar, you might be stuck working in your business, not on it.

To grow your business like a CEO, you don’t need a huge staff or a board of directors. But you do need to think and act like a strategic business owner. Here’s how to make that shift:

1. Set a Vision—and Know Who You Serve

Many advisors try to serve everyone, thinking it makes them more marketable. But no successful CEO would run a company that way. CEOs are crystal clear on their target audience. They understand their ideal client’s needs, goals, and buying behavior—and they shape everything around that.

Think of your favorite brands. Lululemon, for example, isn’t trying to sell leggings to everyone—they’ve built a movement around active, wellness-minded women (and men). You can do the same. Define who you want to serve and be unapologetic about it. When your message resonates deeply, you stop chasing clients and start attracting them.

2. Have a Clear, Repeatable Growth Plan

You can’t grow by chance—or by chasing whatever (or whoever) shows up. CEOs don’t wing it when it comes to growth. They follow a plan. As an advisor, that means knowing exactly where new business will come from—and having a strategy to bring it in consistently.

Create a marketing rhythm. Know when and how you’ll show up—whether it’s speaking, events, COIs, or client referrals. Track what works and stick with it. Growth doesn’t have to be complicated, but it does have to be intentional.

3. Systematize Everything You Can

Growth gets easier when you stop reinventing the wheel. CEOs don’t make every decision from scratch—they build systems. You should too.

Systematizing doesn’t mean getting tech-heavy. It means creating repeatable processes for things like prospect follow-up, client communication, and especially COI outreach. For example: Every Wednesday, you touch base with three top centers of influence. Every Friday, you review your pipeline and prep follow-ups. These rituals compound over time—and free you up to focus on high-impact work.

4. Be the Face of the Brand

Your visibility is one of your most valuable business assets. Great CEOs represent their company with clarity and confidence. You should be doing the same. Whether you’re speaking at a client appreciation event, showing up on social, or hosting a small roundtable, your presence builds your brand.

This is especially true for female advisors looking to attract female clients. Women don’t just want facts and figures—they want to feel heard and understood. When they see you out front, confidently owning your message, they trust that you can help them navigate their financial lives.

5. Measure What Matters

You can’t scale what you don’t measure. CEOs know their numbers—not just top-line revenue, but the activity that drives it. For advisors, that means tracking what actually leads to growth: new introductions, first appointments, meaningful conversations, and yes—closing rates.

Every advisor should know her close ratio. How many first meetings turn into clients? How many COI conversations lead to referrals? If you don’t know what’s working, you can’t double down on it. Measuring gives you clarity, confidence, and control.

Final Thought

Thinking like a CEO doesn’t require a corner office or a staff. It’s about making intentional, strategic decisions that set your business up for sustainable growth. When you lead with clarity, show up consistently, and measure what matters, success isn’t a mystery—it’s a model.

Let’s Make 2025 the Year You Become Your Own CEO—It’s Time to Level Up.

Join the October Level Up! cohort and walk away with:

• A clear, compelling message that attracts your ideal clients—without chasing

• A unique differentiator (your “Tiffany Box”) so you stand out in a crowded market

• A focused, actionable growth plan tailored to your strengths and goals

You’ve done the work. Now it’s time to get results.

👉 Click HERE to claim your spot in the October Level Up program.

To Your Success,

Beth & Holly