Question
If I have to pick *one*, what is the best software development/engineering/operations title for a high performing team?
Answer
A commodity title like "member of technology staff" can be imposed, will cover the job, and add zero catalysis value or talent-attraction value.
OTOH, a "branded" title like "pirate" cannot be imposed. It rings hollow if there's no story behind it. The story has to be established via a sneaky PR campaign, built around real events. Ideally, you want an origin myth based on the history of your existing high-performance team members. You need a story behind the name. As the opening scene of Mad Men notes, the ad men made up the clever name themselves.
Military units often make up such names for themselves. It is much easier for them because their work naturally involves going through dramatic events that define their character. A green, newly-formed military unit cannot randomly decide to call itself "Hellriders" or something. But if they go on a difficult mission, pull it off despite impossible odds, and come back super-bonded and full of personality, yeah, "Hellriders" will stick.
If you choose the branded route, and there are no dramatic stories in your short history that suggest a name and origin myth, you can try to create one. Get your team drunk, and make them pull off an outrageous mission. Mine that story for a name. If your team is as good as you claim, they've either already done something like that, or are capable of it.
OTOH, a "branded" title like "pirate" cannot be imposed. It rings hollow if there's no story behind it. The story has to be established via a sneaky PR campaign, built around real events. Ideally, you want an origin myth based on the history of your existing high-performance team members. You need a story behind the name. As the opening scene of Mad Men notes, the ad men made up the clever name themselves.
Military units often make up such names for themselves. It is much easier for them because their work naturally involves going through dramatic events that define their character. A green, newly-formed military unit cannot randomly decide to call itself "Hellriders" or something. But if they go on a difficult mission, pull it off despite impossible odds, and come back super-bonded and full of personality, yeah, "Hellriders" will stick.
If you choose the branded route, and there are no dramatic stories in your short history that suggest a name and origin myth, you can try to create one. Get your team drunk, and make them pull off an outrageous mission. Mine that story for a name. If your team is as good as you claim, they've either already done something like that, or are capable of it.