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After briefly raising questions about the data, information, knowledge debate, the problems of the Web as a source of authoritative information are reviewed using historical equivalences and metaphor. Secure Web searching is described and placed in the context of current cultural and intellectual concerns. Two important characteristics of significant Web information are then identified ‐ respect and trust. The importance of these qualities in the electronic context is then explored.

Describes the librarian’s approach to information gathering by personal example. Illustrates the role of information gathering in neurolinguistic programming (NLP) using the development of a new NLP process which deals with the integration of aspects of identity: the circle of life. Provides evidence for the difference in the nature of the process in the proactive and generative NLP approach to change in human systems. Suggests that this quality can also be present in the best of librarians’ client work.