When they hear "oh so you make maps", many GIS professionals just quietly agree, though they know it's not close to describing what they do or explaining the ‘Science of Where'. It is a problem if your upper management also thinks you just make maps. That misperception can stall your career. Explaining the many rewards of using GIS software - without having the non GIS person run from the room - is tricky. That's why Guan asked two experts in that field to help. Matt Lewin is Director of Management Consulting at Esri Canada and Adam Carnow Is a Community Evangelist with Esri in the US.