6 Things Non-AE CEOs Can Teach You About Strategy (And Why It’s Worth Listening In)

6 Things Non-AE CEOs Can Teach You About Strategy (And Why It’s Worth Listening In)

No question about it. AE principals pick up a wealth of insight from fellow AE leaders. The conversations you’ve had, events you’ve attended, articles you’ve read—they’ve helped shape how you manage people, pursue growth, and navigate the complexities of leading a firm in this uniquely technical and creative industry.

But even the best minds in our field benefit from a little fresh air now and then—perhaps a gust of perspective from someone who isn’t trying to balance three-year growth planning with figuring out why the firm’s biggest project just stalled.

So, consider this a favor—a curated round of commentary from some of 2025’s most thoughtful CEOs outside the AE world. Their industries may be different, but their insights land close to home. And if nothing else, they might just help you think about your own strategy a little differently—or at least give you a new quote for your next leadership offsite.

1. “Don’t confuse optionality with strategy.”

—Reed Hastings, Co-Founder and Executive Chairman, Netflix

In a recent Moonshots podcast, Reed Hastings reflected on Netflix’s evolution and shared this gem: “Too many companies mistake optionality for strategy. Having lots of options feels good, but it often just means you haven’t made a real decision.” Sound familiar?

In AE firms, we love keeping doors open. Should we expand to Denver? Maybe. Go all-in on life sciences? Possibly. Pursue design-build and P3 and, and, and? Sure, why not? But Hastings reminds us that focus—not flexibility—is often the bolder, braver choice. Strategy isn’t about keeping all your options on the table. It’s about sweeping a few of them off.

AE leaders can take this to heart. You don’t need to be everything to everyone. If your firm is known for one or two things and great at them, that’s not a limitation. It’s a brand…Read more