Publishing in high impact journals is often one of the ultimate goals for scientists. Even if the current impact factor measures are not of everybody's liking, it is no doubt that in the current academic settings it is easier to obtain the next grant, the next promotion or even the next job if your count with high impact publications in your CV. But what actually makes the difference between a «normal» scientific publication and a high impact one? In her lecture, Maria Luisa Avila will speak about her experience as science editor for a high impact journal, what makes a high impact publication (and what doesn't!), why aiming for high impact could be beneficial (an detrimental!) to science and how you can tailor your research and article writing to improve your chances of publishing in high impact journals.