Reputation concerns can discipline agents to take costly eﬀort and generate good outcomes. But what if outcomes are not always observed? We consider a model of reputation with shifting observability, and ask how this aﬀects agents’ incentives. We identify a novel and intuitive mechanism by which infrequent observation or inattention can actually strengthen reputation incentives and encourage eﬀort. If an agent anticipates that outcomes may not be observed in the future, the beneﬁts from eﬀort today are enhanced due to a “coasting” eﬀect.