Why You’re Probably Not a CEO (And That’s Okay)
A potential client will form a (reliable) first impression less than one second after meeting you. Your business title is often the first thing they notice, shaping how they perceive both you and your company. Overstating your title will immediately undermine your reputation.
“So, I see you’re a CEO. Is your title overstated, or do you just work for a really small company?”
Title clarity beats vanity every time
Who Cares? Pretty much everyone. Your title influences how clients, partners, and employees perceive your authority and expertise. It’s a reflection of your company culture and working environment, but it also says something about YOU. It’s rare that we can choose our own title in the corporate world, however as the owner of the company, you have full reign over what to call yourself. Your choice will reveal something about how you view yourself.
The right title communicates your role, establishes credibility, and signals what people can expect when working with you. Choose wisely, because your title creates immediate associations: “CEO” suggests a larger corporation, while “Founder” implies hands-on involvement and entrepreneurial spirit. Managing Director is quite formal and conveys gravity.
Your title should reflect your business structure. An LLC owner’s title differs from a corporation’s CEO. It also gives some idea of your daily role. As such, it can evolve as the company does. Scale your title along with the company.
So, Which Title, When?
Let’s start with the elephant in the room. I have met many solopreneurs who use the CEO title. This is categorically wrong. CEO stands for Chief Executive Officer. Chief implies you’re leading other executives. No CFO? No CTO? Then you’re not the CEO.
I have used the titles of President, Founder & Vice-President, and Director in companies that I started or helped start. The only time I have used the CEO title is when I was running a public company, and had a COO, CFO and a CTO reporting to me.
The exception would be a startup where the intention from the outset is to go big and create a team to raise serious money.
Middle Ground
If not CEO, then what? Most small business operators should probably use one of the following titles: President, General Manager, Managing Director, or Owner. I’m not a fan of the latter because it’s not an operational description. It says nothing about the role the person plays. The others are somewhat interchangeable.
You should let he industry drive this to some degree as well. Some industries are more formal than others, and demand a more formal-sounding title, or just cry out for a different title (creative industries for example).
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Less Is More
Titles don’t have to be flashy—or even accurate in a legal sense. I’ve known many business owners that deliberately understate their titles, and don’t broadcast that they have a second function—owner—in addition to their operational role. Examples I have seen include Business Development Manager, Director of Sales, Creative Director, and, when the owner was the technical lead, Technical Director.
Other titles, like Founder for example, might fit when the person has less of a day-to-day role, and the company wants to honour their early role as a vital player.
If you’re in a consulting company or other kind of professional service firm, the term Principal might be a good fit, and if you’re the sole owner-operator of a business, handling everything from strategy to daily operations, you might be a Proprietor.
|
Title |
What It Signals |
|
CEO |
“This is a larger company with multiple execs” |
|
Founder |
“I started this” |
|
President |
“I’m the head decision-maker” |
|
Managing Director |
“I run the day-to-day and keep the trains running” |
|
General Manager |
“I’m responsible for operations and staff” |
|
Owner |
“I own this, but who knows what I do day-to-day” |
|
Business Dev Manager |
“I’m focused on growth and relationships” |
|
Principal |
“I’m the senior professional here” |
|
Technical Director |
“I’m the product/tech brains of this operation” |
How to Choose
Here are a few watchouts for choosing a title:
- Prioritize clarity – People should immediately understand your role and how to work with you
- Match your actual role – Your title should reflect what you actually do daily
- Consider perception – Think about what associations your title creates (professional scale, company culture, expertise level)
- Research industry standards – Align with norms in your sector
Your title isn’t just what’s on your business card. It’s a test of self-awareness. Nail it, and you signal credibility. Flub it, and you’re just another punchline on LinkedIn.
If you liked this, you might like this related post about trusting your intuition in business.
