AS A FULL PROFESSOR YOU MUST BE KNOWN FOR SOMETHING. When you reach the exalted state of tenured associate professor, the time has come to see the big picture and undertake large, long-term research projects so that you can become a full professor. Unfortunately, you spent the previous six years (and your dissertation time) doing small, short-term research projects, each designed to earn you a publication or two so that you could achieve tenure. The system never taught you how to conduct a large project. You are therefore put back into a learning situation. Merely doing more of what you did as an assistant professor doesn’t hack it in major institutions because the promotion committees ask different questions. Having survived the tenure process, everyone knows you can do research. But to be a full professor, you must be known for something.