Big Data is presenting all industries with challenges but also opportunities to successfully process and organize all this information into something meaningful and comprehensible. Hear how Szkolar’s involvement in information repository building and management provides a successful, competitive advantage. As the DigiTech database manager, she oversees the creation, management, and content curating for an internal repository of digital advertising technologies. She discusses expanding how we define librarianship as a profession (not just saying it) in order to recognize innovation and encourage contribution to data repositories and data projects outside the traditional library framework. Sommers and Goldstein discuss leaving behind everything you know (and are good at, and recognized for!) to create a new identity in the library. Technology is changing work in the NPR Library. Those who have been around the longest are also doing the most to hack new identities that include very few of the activities that defined their earlier careers. Hear how they are surviving and thriving! Hear about the process of leaving reference and cataloging to develop a new product for NPR and how an earlier career in a rock band has helped ease a late career transition. Learn how new product managers are coached to imagine, create, and succeed in new roles. Speakers touch on culture-changing techniques; innovative libraries, practices, and services; alignment with strategic priorities of their organization; creative management practices; making tough choices; and more.