Matt Ball writes about innovative GIS users as part of Esri's strategic content group. He first encountered GIS while working at the Geological Society of America where a HyperCard-driven fieldtrip app he saw in 1996 captivated his imagination by conveying the inner workings of our planet. This glimpse of the future was further cemented in 1998 by Al Gore’s vision of the Digital Earth. He has chased this inevitable location-aware 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 closer to GIS users and at a company that pushes what’s possible.