AIP and SOR proudly partnered in their annual look at industrial applications of rheology at SOR’s annual meeting in Philadelphia on October 5. Entitled “Rheology in the Real World,” this panel session featured speakers from the Dow Chemical Company, NIST, the University of Queensland, Medimmune, and Procter & Gamble. The standing-room-only audience was filled with students eager to learn from SOR members working in industry or industrial applications of rheology. The reception that followed the panel discussion was particularly lively. AIP and SOR are grateful to Maryam Sepher (Chevron), Amy Shen (Okinawa Institute of Science and Technology), Gerry Fuller (Stanford), and Matthew Reichert (Dow) for organizing this successful event.