Matt Ball is a writer in the strategic content group at Esri, where he gets to write about how users harness GIS to make a difference. He first encountered GIS while working at the Geological Society of America, where a HyperCard-driven fieldtrip that immersed and conveyed the inner workings of the planet captivated his imagination. This glimpse of the future was further cemented in 1998 by Al Gore’s vision of the Digital Earth. He has chased this inevitable future with stints as editor of GeoWorld magazine and as publisher at V1 Media where he launched several publications, including Sensors & Systems and Informed Infrastructure. He’s thrilled to be much closer to the users that are creating this digital reality, and at the company that is pushing the hardest to realize what’s possible with the geospatial toolset.