There is an old saw about a young man adapting a persona and then spending the rest of his life trying to create a new one. To even meet, let alone exceed, user expectations in the digital age do research libraries need to shed their old personae and fundamentally re-invent themselves? Can we really categorize our users and their expectations? What are the metrics that will inform our repositioning? Are time and the information marketplace moving too fast for us to get in front of rising user expectations? What role will leadership play in creating new roles in the evolving information environment?