RT Journal Article SR Electronic T1 Honouring the informed choices of persons coming to the end of life JF BMJ Supportive & Palliative Care JO BMJ Support Palliat Care FD British Medical Journal Publishing Group SP 66 OP 66 DO 10.1136/bmjspcare-2011-000053.1 VO 1 IS 1 A1 J Lynn Colorado YR 2011 UL http://spcare.bmj.com/content/1/1/66.1.abstract AB This presentation gives participants the opportunity to review major conceptual insights into planning care for serious illness, starting from the demand for honesty about the options, working through the challenges of having so few cultural landmarks for long-term illness with ambiguous timelines, and addressing the changing challenges of caregiving. Categorizing trajectories of illness allows mass customization of service arrays and appears to be especially useful in making appropriate services readily available. But still, patient and family preferences must determine the actual course, so some practical pointers on how to frame and elicit those conversations will be in order. I close with some very challenging issues: assuring quality in the timeliness of death; defining quality of care plans across settings; and conceptualizing quality in unique situations. These issues are still unsettled, but the requirement to plan ahead in order to honour the informed choices of persons living with fatal illness is a settled mandate of good care.