When research results are passively presented in the policy world, especially when policy is tied to politics, researchers are often surprised and disappointed that officials do not attend to the obvious applications of their work. Active, timely, bidirectional exchange of information among parties is crucial. However, many contextual influences inhibit exchange efforts and must be recognized and understood in order to be overcome. Obstacles include "political entropy," bureaucratic "deference to hierarchy," media distortions, failure to reimburse provider staff in-service training, and comfort by all with the "way things are." Countering these contextual negative influences requires at least two "champions" (one from the government agency involved and one from academia), persuasion via reason, use of contemporary, politically correct rhetoric, building support through the most important constituencies, and, finally, pluck, persistence, and the ability to adapt to the inevitably changing context. This article discusses each of these aspects and describes examples of problems and solutions that have occurred throughout the history of substance abuse research and information exchange within the context of one key California effort, first known as the State Epidemiology Work Group, and later as the Substance Abuse Research Consortium.