After an overture and a non-technical exposition of the relevant theoretical framework including a brief discussion of some of the most popular extensions of the Standard Model, we will compile a list of 20 goals in flavour physics that could be reached already in the next decade. In addition to K, D and B_{s,d} decays and lepton flavour violation also flavour conserving observables like electric dipole moments of the neutron and leptons and (g-2)_��are included in this list. Flavour violation in high energy processes is also one of these goals. Subsequently we will discuss in more detail the most urgent issues for the coming years in the context of several extensions of the Standard Model like models with Minimal Flavour Violation, the general MSSM, the Littlest Higgs Model with T parity, Randall-Sundrum models and supersymmetric flavour models. This presentation is not meant to be a comprehensive review of flavour physics but rather a personal view on this fascinating field and an attempt to collect those routes that with the help of upcoming experiments should allow us to reach a much deeper understanding of physics, in particular flavour physics, at very short distance scales.

55 pages,11 Figures, Plenary talk given at EPS-HEP 2009