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Social cognition is thriving, and not only in this Sage Handbook. We are everywhere, popular now for fascinating factoids, thanks to our friends in science journalism (eg, Brooks, 2005, 2011; Gladwell, 2000, 2005, 2008), as well as our talented peers who write for lay audiences (eg, Feldman, 2009; Gilbert, 2006; Taylor, 1989). We twitter, we blog, we YouTube, and future media will doubtless go on loving us. We are simply too much fun to ignore. But our nuggets are nowhere without the science. We are not only fun but also too important to ignore, now and in the future. Social cognition research matters because it focuses on how people make sense of themselves and others. Social cognition is an everyday miracle: thinking for doing (Fiske, 1992, paraphrasing James, 1890). Social cognition homes in on that sweet spot, the center of people’s lives, because we are about what matters to people. And, like people’s …