Conventional seismic images are created by a standard methodology -or SM- which progressively refines raw data through a complex sequence of steps called a flow. Modern imaging flows have evolved from a mixture of practical needs, such as noise reduction, and more physical concepts such as reflectivity estimation. Seismic images are intended to estimate reflectivity, which is subsequently converted to an impedance image, typically using information from well control, by a process called “impedance inversion”. In recent years, more rigorous inversion methods have been proposed which, conceptually, can replace conventional flows and estimate impedance directly from raw data. Called full-waveform inversion -or FWI- these emerging methods are not yet practical for a variety of reasons. I will compare and contrast SM with FWI, illustrating where there are commonalities and essential differences. This will lead to the suggestion of modifications to FWI by borrowing essential techniques from SM. This may result in a more practical FWI.