Shelley Row, former Director of the US Department of Transportation’s ITS Joint Program Office, gives her views on the way forward for the industry. We, as intelligent transportation system (ITS) proponents and engineers, tend to be overly fixated on benefit-cost data. We want decisions to be made on logical grounds for which benefit-cost calculations are optimal. While benefit-cost data is necessary, it is not always sufficient. We can learn from our history where we see three broad groups of ITS deploymen