The meaning of cognition in society is a complex and evolving topic which we explore first by examining the roots of the words themselves: cognition as knowledge together. We then examine three domains of academic and clinical activity surrounding the concept of cognition: cognitive impairment, enhancement and science. Using specific and personal examples we examine the continuum of cognitive ageing from Mild Cognitive Impairment to Alzheimer's disease and from normality to supernormal. Improving our knowledge about cognition and assisting those challenged to preserve their cognitive vitality will require new approaches to our scientific efforts, bridging science with the arts and technology and knowledge with values. We illustrate this approach by focusing on organizational development activities in Cleveland designed to contribute to making Case Western Reserve University at the heart of the world's most powerful learning organization.