Impact. A word that causes most academics to get shivers down their spines. For American academics aspiring to get tenure , to Indian academics going for big grants , the impact factor of the journals you publish in could be the be-all-and-end-all for your entire career. Indeed, it can be the difference between getting that promotion/grant or not. Much has been written about impact factors in the past, so I am not going to reinvent the wheel here. Yes, we know there are problems with using impact factors to assess the standard of an academic's work. But, for now, it seems that this is one of the main metrics that your boss and your grant assessor is going to look at when determining how "good" an academic you are. However, let's not forget the real reason that most of us ever got into academia in the first place: to make a difference. To change the world. To improve technology. To save lives. To reduce pollution. To expand minds. And how best can...