Each year, the American Psychological Association's Policy and Planning Board takes the pulse of the Association and the discipline as a whole and writes a report that represents the Board's best appraisal of a fundamental policy. Our main objective, however, is not simply to assess the current situation but to look forward on behalf of the Association and our membership. In 2007, the Policy and Planning Board examined APA's mission in the context of a changing professional and scholarly environment. This report thus explores alternative visions of a future American Psychological Association and takes on the ambitious task of rethinking the Association's mission and how the American Psychological Association might best serve its members, the discipline, and society. In this article, we envision the promise of rethinking the American Psychological Association's mission in the profession and in society. We discuss the American Psychological Association's function and identity and then introduce a conceptual framework that would move us toward becoming the American Psychology Association to promote the work of "psychology." We then proceed to outline the benefits and pitfalls of such a change in mission, as well as some practical and ideological barriers that might block such change. We conclude by summarizing our thought experiment and identifying avenues for productive discussion. (Contains 4 tables.)