Mentzer and Kahn (1994) advocated that the Journal of Business Logistics (JBL) needed to mature. As a follow-up to that study, the authors analyzed the Journal from the second half of 1993 through the first issue of 2005. Though the study results suggest that more rigorous research has been conducted over the last decade in the field of logistics, did it improve the Journal? Are the standards and criteria put forth in Mentzer and Kahn (1994) the standards and criteria toward which JBL should strive? To address these questions, qualitative interviews were conducted with visionaries in the field of logistics to: (1) investigate the standards and criteria that should be used to gauge the maturity of JBL and (2) determine the future direction of JBL and the discipline.