I see a disconnect between the exciting work being done in the information sciences and people’s perceptions of cultural institutions. Libraries, museums, et al are not just static places to check out books or browse archives - they can be dynamic and vital resources to many different communities of individuals, scholars, activists, and the just plain curious. I want to close the gap between these antiquated perceptions and the very exciting realities of information technologies and bourgeoning research methods. I want to investigate how the research library of a university can most effectively communicate with their scholars about all of the assets, engines, and collections available. I want to guide a historical society in building awareness and promotion about their recent acquisitions and collections. I want to advise a new startup about the best way to categorize an onslaught of data, and why.