The CTO Substack

The CTO Substack

$23 Million Is Not a Plan

How to transform vague revenue targets into objectives your technology team can actually deliver

Etienne de Bruin's avatar
Etienne de Bruin
Dec 19, 2025
∙ Paid

I’m standing at a whiteboard in a CTO Compass session. Six executives are seated around a conference table. The CTO who invited me is anxious. He’s been trying for three months to get his technology roadmap approved, and every conversation ends the same way: more questions, no decisions, mounting frustration.

“Walk me through what happened in your last p…

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