With synthesizing new molecular entities (NMEs) our mission in life as chemists, we are innovators, creators even. In drug discovery research, these NMEs stand a good chance of becoming a cure for a major illness or disease. Few roles in life provide such opportunity for making a positive impact on society as does being a medicinal chemist. It is no wonder that we are so emotionally attached and protective of the targets we create, almost in a parental way. This is why we need to carefully manage every step of the NME synthetic process. The question is, how can we ensure that we have full control over one of the most important, yet least enjoyable steps in the process – purification?