AbstractImmense cultural changes are taking place in contemporary society. We are in the initial stage of a new era in which our society will view itself and its relationship with an increasingly technetronic world in radically different ways. Powered by abundant, proliferating technology, the advent of this new global epoch demands reasoned personal and professional responses reflecting unique modes of thought and behavior. This article discusses these changes and the meaning and depth of their relationship to medical libraries. Ideas for creating organizational environments that allow and encourage people to embrace change and initiate innovations are presented. Only by actively debating and creatively experimenting with these and other ideas will we be able to ensure our continued viability as information specialists and managers in the future.