Yota Trom is an executive coach and promotion strategist.
She spent years inside companies like Yahoo and Amazon, doing the long hours, playing the grateful employee, and staying quiet when it came to money. Like a lot of people, it led straight to burnout.
Today, she works with founders, leaders, and high performers on fixing that. Not by pushing more effort, but by showing them how to ask properly, position their value, use personal brand as leverage, and build a case the company cannot ignore.
Her clients have 3x and 4x their salaries, moved from manager to VP, and stopped blaming the system once they understood how it actually works.
This conversation is about money, promotions, and self-belief, and why so many people stay underpaid simply because they were never shown how to play the game.
🔗 Find Yota on LinkedIn and Instagram
Key takeaways
1️⃣ Most people are underpaid because they’ve never done the maths
A huge number of high performers have no idea what their role is worth in the market. They benchmark against friends, old salaries, or what feels “good enough,” not against data. Until you understand the real value of your skills, level, and impact, every pay conversation starts from the wrong number.
2️⃣ Promotions are business decisions, not rewards for effort
Companies don’t promote people because they work hard or feel loyal. They promote when there’s a clear return. The strongest cases show how a bigger role changes outcomes for clients, revenue, team performance, or decision-making. If you can’t articulate that clearly, the answer will drift or stall.
3️⃣ You’re probably already doing part of the next role
When people map out what they do today versus what the next level actually requires, the gap is usually smaller than they think. Many are already operating at 30-60% of the role above them without realising it. Writing this down is often the first moment they see their own leverage.
4️⃣ Managers aren’t your only decision-makers
Most promotions are discussed in rooms you’re not in. Senior leaders form opinions long before anything is announced. Building visibility and trust across the wider leadership group massively increases your chances, especially when managers aren’t strong advocates on their own.
5️⃣ Positioning yourself is a leadership skill
As you get more senior, how you communicate your value becomes part of the job. Being clear about your strengths, impact, and direction helps others place you correctly when opportunities come up. This applies internally with leadership teams and externally through personal branding and visibility.
In this episode
00:00 Introduction to Yota Trom
02:14 Stop asking for a raise, build a business case
10:24 From Yahoo and Amazon to coaching full time
15:40 The unsexy reason people stay underpaid
16:41 The six-step promotion plan (in plain English)
23:35 Your manager is not your only advocate
27:31 Founders: Why your best people drift off
31:17 What motivates people when money is capped
35:26 Self-worth, scarcity, and founder pay guilt
38:59 “Fairness” and why positioning gets rewarded
44:48 Personal branding as a promotion weapon
51:03 Find your “superpower” and make it obvious
57:51 AI adoption: mindset is the real blocker
01:02:04 Scaling yourself without burning out
01:06:54 Fear, doubt, and the push that changes everything
More resources from Yota Trom:
📚 Yota’s book recommendation
Mindset: The New Psychology of Success by Carol S. Dweck — Yota comes back to this one because it explains why so many capable people stay stuck. If you don’t believe you’re allowed to grow, ask, or take up space, no negotiation tactic will save you. This book helps you fix that at the root.
