Brittany Cotton Hosts Etienne de Bruin: The Business Objective Problem

This month, Brittany Cotton invited me onto the February forum content to dig into something that's been nagging at me since we launched the CTO Compass workshops.

We kept hitting the same wall. CTOs would show up ready to map their technical initiatives—and then realize they couldn't articulate the business objectives those initiatives were supposed to serve.

So Brittany and I sat down to unpack it.

In this conversation, we get into the five revenue levers every CTO should be listening for in C-suite meetings, why certain phrases put entire leadership teams to sleep, and what happens when you're the only person in the room with a complexity calculator firing in your brain but you're too afraid to speak up.

Brittany pushed me on the mistakes I see leaders make—and I shared one that's bitten me more than once: knowing something doesn't compute but not being able to articulate why.

It's a vulnerable conversation about the messy human side of strategic alignment.

Email me with questions! etienne@etiennex.com