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This stage can be the most challenging phase of your career, but also the most rewarding. Expectations of you in the workplace and at home can be significant. You will need to be running hard, fast, and achieving your fullest potential in your career. Again, there are no fixed durations or ages in this model, but this is the time to make a full commitment to fulfilling your career ambitions and build financial flexibility for yourself to move forward.

My Produce years came to me quickly, at age 41, when I became CEO of a global environmental consulting firm. I didn’t have a career plan, but I was lucky enough to be in a rapidly growing industry, surrounded with people who cared about me, and I was naive enough not to have any hidden agendas. My Produce period lasted about 20 years, but not without a few ups and downs. Some expected turns and some not so expected turns. The first 10 years of this stage were also very full of life, marriage, kids, family, restoring an old farmhouse, coaching, teaching, and being an elected official.

You will be faced with many defining moments in your career. What satisfies my ambition? How do I balance my life commitments and a career? How long do I see myself doing this? Reaching your maximum potential will either come to you unexpectedly, or you will need to fight for it. I was in the right place at the right time, and I had the necessary ambition to be recognized and rewarded for my efforts. In other cases, you may have to experience some failures before achieving your maximum potential. Never give up. If you are confident and you have developed the right skills and behavior, you will find the right industry, organization, and role.

Ever play King of the Hill? Your Produce years are similar: Getting to the top of the hill takes work; staying there may be even more difficult. As you develop your career, you will find that your success becomes more dependent on others and factors outside of your direct control. Your ability to motivate teams, expect excellence, and stay ahead of those things outside your control will determine the longevity of your success. You may be the best at what you do, but the market, your clients, or other business factors may change enough that your role or your function is no longer needed.

Maybe your success in one industry can be translated to another industry. You might see an opportunity with another company that suits your goals better than the current company. You may even seek a role with a company or firm to build other skills you need to advance forward or grow your career. However, keep a keen eye on your goals and be confident that your moves will contribute to your longer-term success.

After being CEO for seven years, we sold our company and I resigned. I had a non-compete and could not work in my industry for three years. Fortunately, I had an opportunity to become CEO of a manufacturing company in the home construction market. Moving from a professional services firm and an industry I had known for 25 years was a challenge. Making this change helped me build confidence that I had the right skills to lead and manage firms outside my comfort zone. I also learned a lot about business management, family business, and—my favorite—banks. I was happy with my move. It taught me lessons I could take forward into a new role after my non-compete expired.

Reaching the top of your potential is only relative; there is always a new hill to climb, a mountain top to conquer. Once you get on top, rest and enjoy the vista, but never get complacent or take anything for granted. You are in an accelerated time zone that moves very fast, and you need to catch up and stay ahead!