Valued Academy

You will be one of the exclusive founding cohort members. 

Founding Cohort

Single-weekend ONLY version of the full program. For busy execs who need to quickstart their search.

Weekend Only

Alpha Cohort

Cohort 3

Cohort 2

Cohort 1

How you respond to compensation questions during the recruiting process can dramatically impact your final offer. This playbook provides field-tested scripts and dialogue frameworks for handling these critical conversations effectively.

Guide to Handling Salary Expectations Questions

Insights from 15+ Years of Tech Leadership &amp; 200+ Successful Negotiations "After negotiating over $2M/year in tech offers and advising countless others, I'm sharing the exact frameworks that work - from startup equity to FAANG compensation packages." Inside this video: FRAMEWORKS The Like-Deserve-Justify-Win Formula: Why most people leave money on the table The Pre-Offer Power Matrix: How to control the negotiation before it starts Company Psychology Map: Understanding compensation philosophies at different company stages ...and more

42 minutes of $10M negotiation advice

300+ negotiations later, negotiation expert Annie Murray shares the tips she's used to help tech professionals get millions in offer increases, even in uncertain times

The New Rules of Negotiating Your Tech Job Offer in 2025+

Access the latest job listings from TrueUp and LinkedIn for top product executive roles, including positions from CPO down to Group / Head of Product, all presented in a comprehensive database that is updated weekly with essential information including Job Title, Company, Location, Job Description, and Required Experience, ensuring you never miss an opportunity in the competitive job market.

Top Open Product Executive Jobs (Updated Weekly)

Curious how to speak to your unique strengths as a product leader? Discover your archetype, superpowers, and product culture fit in just a few minutes. This quick quiz will reveal what makes you stand out and how you can leverage your leadership profile to thrive in the right role.

Take the Product Leadership Archetype & Culture Fit Quiz 

A 20,000+ word ebook guide on how the product leadership job search works with advice from 20+ Executive Recruiters, VC Talent Partners, Product Leaders, and more.

The Product Leadership Job Search Guide

Practice the proven negotiation strategies that top tech talent uses to maximize their offers without risking what's already on the table.


Annie Murray

Colin Lernell

Salary Negotiation Mastery: Lessons from 350 Tech Job Offers

Ex-founder, CEO

Tech Lead and Manager

Senior Product Leader

Associate General Counsel

Sr. Director of Product

Sr. Program Manager

Access the 70% hidden Director/VP/CPO roles. Craft your market fit, ace interviews, and network with executive recruiters & VCs.

Product Executive Job Search Bootcamp. Land Hidden Roles & Find Your Fit.

Director of Product Management

In this 1-week, hands-on masterclass, you'll gain the exact tools, scripts, and strategies that have helped 300+ clients secure 10s of millions in added compensation, including above-band offers from all of FAANG+ to top startups. This is more than theory—it's a practice-based negotiation sprint where you’ll refine your skills in real time. You’ll master how to: 1) Handle compensation conversations with confidence. 2) Craft persuasive counteroffers without losing momentum. 3) Respond to recruiter pushback with control and clarity. 4) Maximize every part of your offer: level, salary, equity, benefits, title, severance, protection terms, scope, and more. 5) Decide confidently on offers based on long-term Total Offer Value, beyond just immediate compensation. Plus: Enroll to get a 1-on-1 negotiation advisory session with Annie or Colin This program is intensive by design, built for those who want results. You’ll leave equipped with a personalized negotiation playbook, proven scripts, and the confidence to negotiate like a top-performing candidate. What Makes This Masterclass Different? We focus on salary negotiations specifically—not just theory—using a practical, hands-on approach: 1. Get Word-for-Word Scripts You Can Use ImmediatelyWalk away with proven, battle-tested scripts for every stage of the negotiation—from handling “What are your salary expectations?” to delivering powerful counteroffers. These scripts are designed to help you stay in control and maximize your offer without guessing what to say. 2. Experience Mock Negotiations to Build ConfidenceYou won’t just learn strategies—you’ll practice them live. Engage in mock negotiations, roleplay tough conversations, and rehearse real-world scenarios with expert coaching. This hands-on approach ensures you’re fully prepared for your next offer conversation. 3. Get Personalized Feedback on Your ApproachReceive direct, expert feedback tailored to your unique situation. Whether you’re preparing for an upcoming offer or reviewing past negotiations, you’ll get insights that help you refine your messaging, delivery, and positioning for maximum impact. This masterclass goes beyond theory—it's a hands-on, practice-driven experience designed to help you win bigger offers with confidence. What’s Included: ➔ Take-Home Prep &amp; Self-Paced Resources ➔ Day 1 (Sat): Hands-On Salary Conversation Practice ➔ Day 2 (Sun): Offer Negotiation &amp; Handling Pushback ➔ 2 x Group Office Hours for Q&amp;A on your unique situations and Practice Included:➔ 1-on-1 Personalized Coaching Call with Annie or Colin➔ Proven Scripts &amp; Templates➔ Lifetime Access to Materials Interactive Community:➔ Slack community for ongoing questions and support Why Trust Us? We’re not just coaches—we’re proven experts in tech salary negotiation with a track record of real results. 💰 $10M+ Secured in Added CompensationOur strategies have helped 300+ clients secure offer increases ranging from +$20K to +$605K—including above-band offers at companies like FAANG, Airbnb, TikTok, and many startups. 🧠 Industry Expertise from Both Sides of the TableAnnie has experience recruiting at Microsoft &amp; Amazon, while Colin was a Sr. Director of Product at Patreon, Noom, and Udacity with big tech Director offers and CPO/VP offers at Pre-IPO companies. We’ve coached candidates and negotiated offers from both sides—giving you a complete perspective on what works. 🤝 Hands-On, Personalized SupportThis isn’t theory. We provide word-for-word scripts, live practice, and direct feedback so you walk into your next negotiation fully prepared and supported. Is negotiation really this complex? Yes. Even top talent at big tech companies we have helped have challenges negotiating on simple interactions. Recruiters negotiate daily. Luckily, so do we. ------ Our Clients Say It Best "Annie was an integral partner in negotiating my job offer, constantly going above and beyond to ensure I had the confidence to fight for what I deserved. She hyped me up, and pushed me in all the right ways while also respecting my boundaries in negotiation approach. I can't thank Annie enough for the unwavering support and service she provided. Strongly recommend her for anything!"- Sr. Director of Marketing at Amazon "Colin helped me negotiate a +$115,000 per year offer increase for the first two years and a level-up to Principal. My hiring manager said I was "one of the best negotiators" she’s come across, and I have Colin’s coaching to thank for it!When I was fresh out of college I gleefully accepted my first offer. Years later I was kicking myself for failing to negotiate. I didn’t know how, or even that I could at the time, but I soon learned my mistake and came to realize that my financial progress year over year was all going to be relative to that initial number. I vowed never to make that mistake again. Colin gave me confidence and skills to advocate for myself and ensure I was going to be properly valued in my next job!"- Robin Miller, Principal Product Manager at Adobe "Colin helped me navigate a huge career leap, securing a&nbsp;bigger role, leveling up my responsibilities, and landing a significant salary increase—over $120K/year&nbsp;more than initially offered. What really stood out was&nbsp;how well he understood my priorities&nbsp;and guided me to ask the right questions and position myself strategically. Thanks to his advice, I was able to connect with key people, both to gather insights and to demonstrate my abilities. By the time I wrapped up the interviews and negotiations, not only had my level and salary significantly increased, but&nbsp;I felt that I was set up for success!"- Nourhan Shaaban, Director of Product at Noom "I was able to get a +$67,000 per year offer increase and a Staff-level role with less experience than the job listed."- Marlon Avery, Staff Technical Program Manager at LiveRamp "The best money I have ever spent in my life. Annie didn’t just help me negotiate better job offers—she transformed the way I approach negotiations in every aspect of my life. With her guidance, I learned practical strategies that extend far beyond salary discussions. Whether it's purchasing a car, planning home improvements, or any major financial decision, I now use the same playbook Annie taught me. Her expertise is unmatched. Annie was patient, proactive, and provided actionable steps for every scenario I encountered. During stressful conversations with HR, she stayed by my side, calmly guiding me with real-time responses, ensuring I never missed a beat. It felt like having a seasoned coach and a supportive friend in my corner. I wholeheartedly recommend Annie to anyone seeking help with negotiations—whether for job offers or beyond. The skills and confidence she helped me build are priceless, and I know I’ll continue to use them for years to come."- Anton Panasenko "I landed at one of the top companies on my list and&nbsp;increased my total compensation package by over six-figures.&nbsp;I chose to work with Colin and Annie because despite having a lot of success getting interviews, I had no experience appropriately negotiating compensation for the offers I did receive. Colin and Annie helped me tremendously throughout the entire interview journey, but especially during the actual negotiation process. They were instrumental in between counter offers and having them in the background during the actual negotiation calls helped calm any nerves. This provided me the confidence to hold strong and stick with the process when it would have otherwise been very easy for me to cave and accept before the opportunity was maximized. The service was worth every penny spent and after going through the process with Colin and Annie&nbsp;I can't imagine my life without their help in any future negotiation.&nbsp;Given how high-stakes the compensation negotiation process is, you're putting yourself at a huge disadvantage if you don't work with a team through the process. To a skeptical friend, I'd simply ask them the last time they negotiated a job offer and was able to increase their compensation by more than six-figures on their own.&nbsp;The best athletes have whole teams around them&nbsp;to help enable their success, why would this be any different?&nbsp;Even people at the top of their field know how to ask for help&nbsp;and get the support they need to succeed. In the end, I landed at one of the top companies on my list and increased my total compensation package by over six-figures.&nbsp;I can't recommend Colin and Annie enough."Chris P. - Product Leader at Series B startup --- We’ve helped professionals at every stage—from mid-level to leadership roles—achieve life-changing compensation results. We built our negotiation service, Valued (https://feelvalued.co), to help tech professionals feel fulfilled, acknowledged, and fully valued in their careers. This course allows us to help even more candidate, while teaching you advocacy skills that will help you well beyond job offer negotiations. Develop transferrable skills to help you: •&nbsp;Advocate for promotions and raises•&nbsp;Advocate for resources and scope•&nbsp;Advocate for your team and products You deserve to feel valued. Let us show you how.

Don't be undervalued. Negotiate and make confident offer decisions.

Course syllabus

Day 0: Icebreakers, overview, theoretical foundation, Q&amp;A.

Thursday, January 30

Handling comp expectations questions, mock negotiations, Q&amp;A.

Saturday, February 1

How to respond to an offer, counteroffer, dealing with pushback.

Sunday, February 2

Tuesday, February 4

Office Hours: Guest speaker, mock negotiations, Q&amp;A.

Thursday, February 6

Course schedule

Tech professionals (engineers, PMs, designers, marketers) preparing for job offers or navigating salary conversations.

Senior tech professionals looking to maximize their compensation packages, including equity, RSUs, bonuses, and performance incentives.

FAANG and startup employees ready to negotiate a raise, improve benefits, and advocate for their value in their current role.

Who is this course for

By the end of this course, you will…

Learn how to respond to salary expectation questions without weakening your leverage.

Master Early Compensation Conversations with Confidence

Gain clarity on your worth in the market and learn how to position yourself for above-band offers.

Identify and Leverage Your True Market Value

Rehearse responses to the most common recruiter objections and stay in control during negotiations.

Handle Tough Pushback from Recruiters Effectively

Practice crafting data-backed counteroffers that lead to higher offers while maintaining professionalism.

Deliver a Compelling Counteroffer That Gets Results

Understand and negotiate every part of your offer—salary, equity (RSUs, stock options), bonuses, and benefits.

Maximize Total Compensation Beyond Salary

Negotiate for career-boosting elements like role leveling, job scope, and growth opportunities.

Influence Offer Terms, Not Just Compensation

Benefit from direct coaching through group office hours and a private 1:1 feedback session.

Receive Personalized Feedback on Your Approach

Leave with tools, strategies, and mindset shifts you can apply for raises, promotions, and future roles.

Gain Long-Term Negotiation Confidence

Most executive roles aren’t on job boards. Get the tools, strategies, and connections to navigate the hidden leadership job market and land your next Director, VP, or CPO role. As a senior product leader, you know the next step in your career isn't just about finding any job—it's about finding the right role that aligns with your goals and values. But in a market where 70% of executive positions never make it to job boards, how do you uncover these hidden opportunities? You’ve worked hard to get where you are, but landing your next leadership role requires more than product skills. You need to position yourself, tell a compelling story, compete with a flood of talent, and navigate a market where 70% of roles are hidden. What this program delivers:•&nbsp;Discover hidden roles by networking with executive recruiters, VCs, your champions and industry connectors.•&nbsp;Get job search traction and save lost wages.•&nbsp;Increase your compensation by $50,000 to $400,000+ with job search and executive negotiation techniques.•&nbsp;Avoid being back on the job hunt in 8-12 months by finding the right role. We'll work together to:1.&nbsp;Uncover hidden roles and engage with executive recruiters &amp; decision-makers2. Craft your unique leadership story that resonates with executive recruiters &amp; executives3. Excel in executive-level interviews with strategic and authentic storytelling4. Negotiate executive compensation and leveling with confidence5. Execute a targeted job search aligned with your career aspirations As one of my VP Product clients put it: "Everyone says to network but no one shows you how to do that well - the practical scripts, discussions on an approach and strategy, and the warm and cold approaches to start a conversation with the right person have allowed me to accelerate my search. It's also allowed me to bring the speed in my search into my hands vs. waiting for the unicorn job posting." Partly because of all of this friction and lack of transparency, product executives have some of the lowest tenures among the executive team. We can help change that. This market demands more effort for fewer results than in previous years, but we will help you make the most of your effort. What will it look like? •&nbsp;32.5 hours of live, interactive sessions•&nbsp;1 evening kick-off session (2 hours) to prepare for the executive job search.•&nbsp;4 half-day weekend deep-dive sessions (18 hours) covering strategy, networking, interviewing, and negotiation•&nbsp;5 evening workshops and office hours (12.5 hours) on Tuesdays and Thursdays: Guest speakers on key topics, live Q&amp;A, and feedback on your job search activities I will also be sharing lessons learned from executive recruiters and talent partners from some of the top firms in the US: Daversa Partners •&nbsp;True Search •&nbsp;Riviera Partners •&nbsp;Artisanal Talent •&nbsp;Big 5 "SHREK" •&nbsp;SPMB •&nbsp;General Catalyst •&nbsp;Decibal Partners •&nbsp;Parker Remick •&nbsp;Fusion Talent...and more Is this program right for you? This course is designed for senior product executives from tech companies who are serious about investing the effort to land their next Director, VP, or CPO role. However, if you're unsure about the value or aren't ready to fully engage in the process, this program might not be the best fit right now. There are many other great coaches and resources available that may better suit your current needs. I'm happy to share some! Compared to alternatives: Executive transition agents ($25,000+ including 10% of base salary), resume writers ($1,500+), and non-product specific courses are all useful, but many product leaders told me they wanted something more. We believe that this focused, intensive, product-specific program delivers a strong return for your time and investment. Ready to Start? 1️⃣ Apply now to join the cohort and start building your career strategy. 2️⃣ Join live sessions and participate in hands-on workshops to accelerate your job search. 3️⃣ Sign up for a free 5-part email course to learn the basics of navigating the hidden job market before the cohort begins. Free 5-part email series: ✅ Lesson 1: Understanding the Product Executive Job Search ✅ Lesson 2: Your Product Executive Goals, Market Fit, and Candidate Dossier ✅ Lesson 3: Building a powerful network of executive recruiters, champions, and connectors ✅ Lesson 4: Preparing for the toughest product leadership interview questions ✅ Lesson 5: Negotiation tips to secure and choose between top-tier offers Sign up now by joining the email list and get some clarity on your search! Ready to take the next step in your career? Apply now!

Stop waiting for the perfect opportunity to land in your inbox. 

<ol><li>Job Search Strategy Blueprint</li><li>Channel Priorities Spreadsheet</li><li>Job Search Activity Tracker Template</li><li>30-Second Elevator Pitch (First Draft)</li><li>2-Minute Career Story (First Draft)</li></ol>

Pre-work Week

<ul><li>Product Leadership Archetype and Leader-Culture Fit</li><li>Crafting Your Executive Narrative</li><li>Resume and LinkedIn Profile Optimization for Tech Executives</li><li>Positioning for VP, CPO, and Senior Director Roles</li></ul>

Saturday (4.5 hours): Candidate-Market Fit & Profile for Product Leaders

<ul><li>Networking Strategies for Product Leaders</li><li>Engaging with Executive Recruiters and VCs</li><li>Targeting Top Tech and Hypergrowth Companies</li><li>Building and Leveraging Your Professional Network</li></ul>

Sunday (3.5 hours): Strategic Networking

Tuesday: Deep Dive on Personal Branding StrategiesThursday: Networking Tactics and Pipeline Building

Weekday Evening Q&A Sessions (4 hours)

<ul><li>Advanced Interview Techniques for Product Executives</li><li>Handling Leadership and Strategic Product Questions</li><li>Reverse Interviewing: Assessing Company Fit and Potential</li></ul>

Saturday (3.5 hours): Interview Mastery

<ul><li>Negotiating Complex Executive Compensation Packages</li><li>Equity and Special Terms for Product Leaders</li><li>Evaluating Opportunities Across Different Company Stages</li></ul>

Sunday (3.5 hours): Negotiation and Decision Making

Tuesday: Interview Preparation and Case Study PracticeThursday: Negotiation Strategies and Offer Evaluation

<ul><li>Open Q&amp;A on landing top product leadership roles in tech</li></ul>

Thursday (2 hours): Final AMA with Colin

CPOs, VPs, and Directors of Product from growth-stage and large tech companies actively seeking their next role actively.

Senior Product Leaders with 3+ years managing PMs looking to run a more active search in today's competitive market.

Leaders looking to access hidden roles, refine their leadership stories, and land standout offers in today’s tough market.

NOT for:•&nbsp;Early career•&nbsp;Managed &lt; 3 PMs•&nbsp;Seeking only IC roles•&nbsp;Seeking extensive PM case prep

By the end of this course, you will...

Build a Target Company List and Hidden Job Market Tracker. Conduct 5+ informational interviews using tailored templates. Get more high-quality opportunities than relying on job boards, saving search time and avoiding the wrong fit.

Uncover hidden executive roles and expand your opportunity pipeline

Spamming recruiters won't help. You'll learn to engage recruiters and stay top of mind based on their motivations in addition to outreach emails, a Recruiter Relationship Tracker, and practice for recruiter calls using a preparation checklist.

Engage Executive Recruiters and VC Talent teams to access top opportunities as a strong candidate

Develop your Product Leadership Archetype, 30-second pitch, and 2-minute career story. Outcome: Receive 5+ unsolicited outreach messages from top executive recruiters within 30 days of optimizing your LinkedIn profile.

Craft a compelling profile, positioning, and messaging that resonates with executive recruiters

Build a Triple-STAR Story Database and question-to-story map with 5-10 impactful narratives. Practice in mock sessions. Turn more interviews into offers.

Improve executive-level interviewing to consistently reach final rounds

Learn strategies from 200+ real negotiations. Navigate complex equity and executive terms. Increase your total compensation by $50,000 to $400,000+, with many achieving 6-figure uplifts.

Negotiate executive compensation packages with confidence

Create a Job Search Momentum Tracker and Opportunity Evaluation Scorecard. Outcome: Efficiently pursue fitting roles, reducing time-to-offer and increasing job satisfaction in your next role.

Execute a targeted job search to land roles aligned with your career goals

Create an Executive Presence Improvement Plan. Practice through recorded mock interviews. Benefit: Consistently impress hiring managers and boards, leading to stronger endorsements and faster decisions.

Develop executive presence that sets you apart in high-pressure situations

How to Answer Salary Questions (Without Losing Leverage)

Head of Negotiation Coaching, Valued (previously at Microsoft, Amazon)

14-year Product Leader (Patreon, Noom, Udacity) with VP/CPO Offers

Master responding to salary expectation questions live with prompts and feedback—don’t leave money on the table!

Handling Compensation Conversations with Confidence

Gain insights on leveraging companies against each other and boosting internal buy-in at your target company.

How to Create The Ideal Leverage

Analyze your negotiation tactics, their impact, and get feedback with actionable tips to improve for next time.

Get Feedback On Your Negotiations

How To Negotiate Executive Compensation

Avoid common traps that can weaken your negotiating position before an offer is even made

Deflecting Executive Recruiter Pushback

Learn how to navigate complex packages, comp committees, and power dynamics to secure what you're worth.

Structuring and Securing Your Executive Offer

Get executive-level scripts to maintain leverage and avoid anchoring too low

Word-For-Word Scripts You Can Implement Immediately

Unlock the Hidden Product Executive Job Market

Bobby Gormsen

Partner at True Search, 15+ years in exec search (Google, Yahoo, Etsy, Frame.io)

Map out where up to 70% of product leadership roles are filled without being posted publicly.

Decode the hidden job market

Learn specific tactics to become an executive recruiter's go-to candidate for top positions

Master Executive Recruiter relationships

Create and refine your personalized outreach message for executive recruiters based on their needs.

Craft your perfect pitch (live workshop)

Identify and articulate your unique value proposition for executive roles.

Leverage your leadership brand

Practice Your Salary Negotiation Skills With An Ex-Recruiter

Understand the key situations you'll face when negotiating salary, from initial offers to counteroffers and more.

Identify Common Salary Negotiation Scenarios

We'll share exactly what to say when faced with pushback, low offers, or tricky recruiter tactics.

The Best Responses to Tough Negotiation Situations

Understand what worked, what didn’t, and how to improve through direct feedback.

Receive Personalized Feedback on Your Performance

How to Negotiate Startup Offers | Lessons from 300+ Offers

Learn how to evaluate and negotiate startup offers, including salary, equity (stock options), and benefits.

Decode Startup Compensation Packages

Understand the trade-offs between short-term pay and long-term growth potential in early-stage startups.

Balance Risk and Reward

Discover how to effectively negotiate offers from startups, even when they claim "budget constraints."

Maximize Your Leverage in Startups

Craft a Successful Counteroffer (in Salary Negotiations)

Analyze the strategy, framing, and outcomes behind three successful tech negotiations — across seniority levels and geos

Break Down Three Real Counteroffers

Learn practical tactics like the “excitement sandwich,” 30-60-90 planning, and how to reframe tricky questions

Apply the Valued Methodology

Understand what commonly goes wrong in counteroffers — and how to approach the conversation with confidence and clarity

Valued Academy

Valued Academy

Courses

Lightning Lessons

Resources

Reviews