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The Goodwill Bank

  • 2025–2026
  • Nov 4 to May 1
  • People leadership
  • Progressive autonomy

A senior designer arrived with a reputation for waiting. I treated that reputation as a clue, made the first trust deposit, narrowed the ask, and helped him build enough ownership to lead senior conversations without me in the room.

RoleSr. Manager, Product Design
TeamCargo Design, Alaska Airlines
TimelineNov 4 to May 1
FocusTrust, coaching, progressive autonomy

The Handoff

The transfer came with a warning label. I treated it as a hypothesis.

Illustrated panel showing the transfer
The first leadership decision was not to let the handoff become the plan.

The read came in broad: not proactive, uncomfortable with ambiguity, risk-averse. Those labels were too blunt to coach against, so I used them as starting material and watched the work myself.

The pattern was not laziness or lack of skill. He looked like someone deciding whether initiative would be safe here. Before I could ask for ownership, I had to understand what the previous environment had taught him to protect.

Diagnosis

The inherited reputation was a clue, not the answer.

Panel showing the transfer into the new team
01Passive became waiting for safety.

The behavior looked like low initiative. The better read was that he was watching to see whether this team would receive initiative differently.

Panel showing what Tre was observing
02Risk-averse became learned caution.

He was not avoiding responsibility because he lacked ability. He had learned that moving first could be expensive in the wrong environment.

Panel showing the Goodwill Bank concept
03Ambiguity-averse became missing context.

Product had asked him to drive ULD work before giving him enough domain context. The gap was not confidence alone. It was access.

The Coaching

Trust before change. Then make the ownership real.

  1. Advocacy before ask
  2. Access to context
  3. One behavior target
  4. Real work with a safety net
  5. Private feedback
  6. Independent ownership
Panel showing the one goal
Make the trust deposit first.

Before I asked him to act differently, I raised the onboarding gap with his other manager. The message was simple: product was asking for ownership before giving him the context to own.

Panel showing problem-first coaching
Make the ask small enough to practice.

I did not hand him a full development plan. The target was one behavior: stop waiting for permission, write down the questions, and drive the conversations needed to answer them.

Panel showing the designer leading the field session
Stay close, then step back.

I modeled the first SeaTac cargo visit. Eight days later, he led the next one. After that, my job was to coach privately and let the room become his.

Result

He did not need a performance plan. He needed a different floor.

DecAdvocated with his other manager before asking him to change behavior
Jan 13Modeled fieldwork at SeaTac so the room felt legible
Jan 21He led the next field visit and presented the findings
Mar 31He fielded senior product and design questions without me leading
May 1His PM validated the shift from no context to contributing immediately

The proof showed up in how little I had to perform leadership for him. By late January, he was leading fieldwork. By March, he was presenting the cargo upload workflow to senior product and design leaders and answering process-level questions on his own.

In May, his PM named the shift: he had gone from having no context to jumping into projects and contributing right off the bat. That was the outcome. Not a louder designer. A more independent one.

Output

The coaching arc.

What I'd Do Differently

I waited too long to name the gap.

I spent almost two months reading the situation before I gave him one concrete target. Three or four weeks would have been enough. Product was already bypassing him, and the longer I waited, the more the old pattern could settle into the new team.

I also should have brought his PM into the coaching loop earlier. She was seeing the same behavior from a different angle. A short November conversation would have given him consistent signals from both of us sooner.