# 6 A Strategy for Each Swimlane: Leaving a Legacy through Personalization

6 A Strategy for Each Swimlane: Leaving a Legacy through Personalization

Legacy is not leaving something for people. It’s leaving something in people. Carve your name on hearts, not tombstones. A legacy is etched into the minds of others and the stories they share about you. The power of a person’s life is the stories they leave behind. Your story is the greatest legacy that you will leave to your friends. It’s the longest-lasting legacy you will leave to your heirs. The greatest legacy one can pass on to one’s children and grandchildren is not money or other material things accumulated in one’s life, but rather a legacy of character and faith. We are always part of a bigger narrative. Our story is never just about ourselves.

These profound quotes on leaving a legacy remind us that our impact on others and the world is what truly matters. But how can we consciously shape our legacy and ensure that it is meaningful and lasting? One way to achieve this is through personalization, as exemplified by the strategies implemented by Netflix.

Netflix, the popular streaming service, recognized early on that personalization was key to improving user retention. They realized that if members were willing to rate lots of movies, it indicated that they valued the personalized movie choices that resulted from those ratings. By leveraging their in-depth knowledge of members' movie tastes and data about each movie, Netflix developed matching algorithms to connect members with personalized movie choices. This highly personalized experience became the foundation for their long-term success in improving retention.

However, it wasn't an overnight success for Netflix. It took more than a decade to prove that personalization indeed improved retention. But the key to their progress was their focus on proxy metrics. Proxy metrics are indicators that may not directly measure the desired outcome but can provide valuable insights into the progress being made. Netflix continuously moved their proxy metrics, ensuring that they were aligned with their long-term goal of providing a highly personalized experience.

Each product leader at Netflix worked closely with a dedicated team of engineers, designers, and data analysts. They were able to articulate their high-level engagement metric and develop key strategies, proxy metrics, and projects for their area. This collaborative approach allowed Netflix to have a comprehensive strategy for each swimlane, ensuring that every aspect of their service contributed to the overall goal of personalization and improved retention.

Drawing from the Netflix example, here are three actionable pieces of advice for leaving a legacy through personalization:

1. Understand the needs and preferences of those you impact: Just as Netflix understood the movie tastes of its members, take the time to understand the needs, preferences, and values of the people you interact with. By doing so, you can tailor your actions and contributions to have a more significant impact on their lives.

2. Continuously measure and adapt: Netflix's focus on proxy metrics allowed them to track their progress and make necessary adjustments along the way. Similarly, in leaving a legacy, it's essential to continuously measure the impact of your actions and adapt as needed. Stay open to feedback and be willing to make changes to ensure that your legacy aligns with your intentions.

3. Collaborate and leverage diverse expertise: Netflix's success was not achieved by a single individual but through the collaboration of product leaders, engineers, designers, and data analysts. Similarly, in leaving a legacy, surround yourself with a diverse team of individuals who bring different perspectives and expertise. By working together, you can create a more comprehensive and impactful legacy.

In conclusion, leaving a meaningful and lasting legacy requires personalization. Just as Netflix personalized the movie choices for its members, we can personalize our impact on others by understanding their needs, continuously measuring and adapting, and collaborating with diverse individuals. Remember, our legacy is not about what we leave behind but the stories we leave in the hearts and minds of others. It is through personalization that we can shape a legacy that truly matters.