What do you want to be known for? is a question I hope to be known for.

It’s a question I’ve asked individuals, teams, and business partners for years, and it’s become central to my approach to management. It’s asked to encourage long-term thinking and a strong sense of personal ownership. It’s asked to align creative skills and aspirations with business needs and flexible growth strategies. It’s asked to ensure that people have an opportunity to love their work, so they can do great work. 

It’s also asked to ensure that my teams are not limited to my potential as a manager.

Here’s how I use it: first, hire people who bring bar-raising capabilities and higher ambitions. Ask the question early, sometimes as early as a phone screen, and recall it during career discussions. Encourage big goals, and anticipate goals that change over time. Continuously help people build their most current, most inspiring answers into the roles they have. Re-invent roles if you have to. Be transparent when ambitions are not aligned to the mission. Be willing to help people find other roles when it’s best for everyone.