The economic value of palynology is an accepted fact but its practice is misunderstood by some oil companies. As in other disciplines, palynology has its limitations. These stem from the unsuitability of the method in certain rocks, a lack of knowledge on the part of the palynologists often hired by managements, the inferior equipment in use, and the absence of literature available. Those companies who understand these problems are successfully resolving many pertinent questions. Suggestions are made that will advance the value of palynology to science and industry.