Following the celebration marking its 150th anniversary year, the Chicago History Museum found itself at a crossroads in envisioning its future. How could it make the city's history--and its oldest cultural institution--relevant in the 21st century? The staff of the museum has been exploring the answer to this and other questions to better understand what it is and what it might become. The results have led the institution to prioritize its audience and to create a culture that strives to know and understand that audience as well as it knows and understands the collection.