The critical role of representative sampling is featured and illustrated by selected examples from the geosciences and beyond. As there already are many demonstrations of the potential (and potentially large) economic consequences of ignoring proper standards with respect to representativity, eg for mining and minerals processing companies, which stand to lose millions of dollars by failing to optimise exploitation of their mineral resources', such need no further iteration here.This keynote lecture, rather, takes a point of departure from the opposite perspective: what is to be gained by a scrupulous stand for representativity? Honesty, reputation, credibility, market advantage - is what!CITATION:Esbensen, K H, 2012. The critical role of representative sampling, in Proceedings Sampling 2012 , pp 9-12 (The Australasian Institute of Mining and Metallurgy: Melbourne).