You’re not listening to me! How often will we say (or even hear) those words over our lifetime? My hope is that you won’t need to use those frustrating words when talking about SIR. Your society listens and acts on your behalf when addressing your specific needs to advancing a better understanding of IR and its positive impact on patient care. As part of SIR’s brand initiative, we learned insightful, sometimes surprising, critical details in defining what we’re known for, what individuals expect from us and how we can develop new ways of reaching out to key audiences. Read more from SIR President James B. Spies, M.D., MPH, FSIR, on the society’s blog, IR Uncut.