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The slides in this presentation are from the closing plenary of the 2010 GIS-PRO conference sponsored by the Urban and Regional Information Systems Association (URISA). The assigned task for the closing plenary remarks is to challenge GIS professionals to excel. I do so by recalling a selection of challenges from a previous, invited address that have not yet been met, by raising the bar on some of the leading applied research initiatives at URISA 2009 and 2010 conferences, and by recalling several outstanding sources of documentation that are required reading for anyone who wants to or claims to excel in the application of geographic information systems (GIS). The slides are discussed in detail in the paper which is published in the conference proceedings (URISA.com).