JMP profilers are wonderful tools that help you solve problems and visualize discoveries. The profilers are filled with features that can help unlock secrets in your data. The JMP Profiler has good optimization capability that is many times underused in the discovery process. To leverage optimization, it is essential to properly set up the desirability targets and limits. This presentation will explain why desirability is important, how desirability works and how to leverage it. We will explore its use in optimization, robustness, importance and in creating an optimal Pareto frontier, as well as demonstrating alternate visualization techniques using other JMP graphic platforms. The goal of the presentation is to demonstrate how to make better decisions using these tools in JMP.