Why do we make the specific typesetting decisions we make? Does it matter what our reasons are? Have we considered everything? Should we do more research? What should we study? Is our typographic sensitivity sharp enough? Is it appropriate to improvise? How can we make the best use of our time? In this talk Tim will share his answers to these questions and, most of all, his thoughts on how those answers inform practical decisions. Fulfilling our potential as typographers is a matter of challenging ourselves, channeling our influences, curating wisdom, and practicing in meaningful ways.