The time for GIS is now! GIS software, the computer power to run GISs, data availability, the internet, and client and professional expectations have all matured. But in the rush to get GIS projects up-and-running and quickly, often when high quality maps should be used, poor quality off-the-shelf maps are used instead. Other times maps are produced in ways that meet the needs of the GIS department but not the end user. In this video I talk about the need for GIS professionals to stop “technologizing” GIS and focus on the client when determining a project’s data needs. In doing this, I introduce the concept of Traps With Maps.