This session seeks to encourage a discussion on practical issues related to measurement utilizing computer aided content analysis. Our panelists have published extensively utilizing content analysis and share a common interest in understanding how words provide important insight into executive personality and decision making. Their combined experiences have provided them with lessons regarding the benefits and drawbacks of content analysis as well as practical experience regarding building and defining construct dictionaries. Because of this, our panelists will share their different experiences and together reflect on the practical benefits and tradeoffs that come with measurement using content analysis. We conclude by identifying promising avenues for research utilizing content analysis and with a discussion about how to bridge from content analysis to dynamic theory.