The discussion section of a paper provides important insights into that paper’s contribution; it is where readers learn how a paper’s story adds uniquely to existing knowledge. An effective discussion will identify the research purpose, the paper’s new insight, and then provide an elaboration of the contribution’s meaning and implications. If your paper offers a new advance, the reader should find it in the discussion. If your paper does not offer a new contribution, the reader will find that out by reading the discussion. The discussion is the most critical part of your paper because that is where you define and develop its contribution and unique value-added. All too often, discussions rehash empirical findings and go no further – a big red flag that the authors have not thought their way through the contribution. This is why I read the discussion first whenever I review a submission.