In August, I traveled to the stunning outdoor playground at Beaver Creek in Avon, Colorado, to attend the first annual SEG IQ Earth Forum. For the uninitiated, IQ stands for integrative and quantitative. These two words simultaneously cast the Forum's scope and serve as a call to action for all subsurface geoscience. There were 43 people in attendance including 12 from operators (Shell, ExxonMobil, Statoil, Chevron, Total, BHP Billiton, Apache, Anadarko, and Mitsui), 11 from service companies (eight of whom were representing Schlumberger and WesternGeco), 12 from software and consulting firms, and four from academia. A decent spread across the SEG membership base, and an ideal size for an intimate and lively meeting.