Over the decade I ran my agency SuperFriendly, more than 700 freelancers passed through our network.

Which means I’ve interviewed a lot of freelancers.

Across that time, one question proved more revealing than any résumé, portfolio, or rate sheet:

What do you need most in this season of your life?

That answer told me everything. I assumed the response would always be money.

And often, it was. People talked about buying homes. Paying off debt. Building savings. Starting families.

But just as often, the answer surprised me.

Some wanted new opportunities: different clients, different industries, different problems to solve.

Some wanted mentorship: they felt stuck and needed someone to help raise their ceiling.

Some wanted leverage: something different, stronger, or better to put in their portfolios and résumés.

The answers were as varied as the people we talked to.

Here’s the lesson most agency owners miss:

Your job isn’t just to pay people well.

Your job is to match your employees and freelancers to opportunities that fit where they are right now and where they want to be.

Paying them well is table stakes.

There may be something they want more. That kind of alignment is what creates great work, long-term relationships, and repeat collaborators.

If you want better outcomes from freelancers and employees, stop asking what they do.

Start asking what they need.

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