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What you are doing as visualization researchers and developers is critical and, in fact, your role is more important than ever in this age of massive data. I and many others desperately want to use your work, but sometimes I just cannot seem to wrap my head around what you are showing-even if it really looks cool. Cool doesn't cut it for me. This talk will give examples from my own successes and failures in photography and graphics and suggest, with a little imagination and open minds, there might be some lessons learned from my own commitment to delving into and communicating information.