Despite a clear focus on impression management (IM) in the 1960s and its daily applications in both research and personal contexts, it has only been sprinkled through the literature over the past several decades. Of note, impression management includes both how others see us and how we see ourselves. Inspired by Barry Schlenker (a pioneer and my PhD professor for IM), I’ve found myself viewing the world through an IM lens for the past 15 years. In this talk, I will summarize the ways in which I have applied IM and where I think it can be best applied in the future. This will begin with how we think about ourselves, with work related to stereotype threat and leadership, move to how others see us, with work related to the schemas and desires that we have regarding leaders, then end with the most complex IM situation – the multiple audience problem. Across all lines of research, I will highlight the novel methodological contributions that I believe are essential to making any empirical contribution.