A new era of reproductive medicine dawned on 25 July 1978 with the birth of Louise Brown, the first 'test-tube baby' conceived by IVF (in vitro fertilization). Ruth Deech, former head of the UK Human Fertilisation and Embryology Authority, reflects on how the UK's early regulation of reproductive technologies smoothed the way towards stem cell research — and how techniques developed to counter infertility are now saving lives. In a special report, we ask experts in reproductive medicine what developments in the next 30 years could have as much impact as Brown's birth. In Blood Matters, reviewed in Books & Arts, Masha Gessen explores the dilemmas of 'genetic decision making' that gene testing and modern reproductive technologies have brought with them from the perspective of someone carrying the BRCA1 gene. See also Editorial and download the podcast at http://www.nature.com/podcast.