I don't tell the rider who I am until the end. There was a time I picked up a Lyft employee on her way to work, and she recognized me, but most riders don't know until I tell them, and they'll go ...

Ask a CEO coach: ‘Am I too nice? ... Updated March 23, 2025 at 9:07 AM. Copied; Illustration by Fortune. Bill Hoogterp is an author, entrepreneur, and one of the top executive coaches worldwide.