Magnetic resonance imaging (MRI) and functional MRI (fMRI) continue to advance because creative physicists, engineers, neuroscientists, clinicians, and physiologists find new ways for extracting more information from the signal. Innovations in pulse sequence design, paradigm design, and processing methods have advanced the field and firmly established fMRI as a cornerstone for understanding the human brain. In this article, the field of fMRI is described through consideration of the central problem of separating hemodynamic from neuronal information. Discussed here are examples of how pulse sequences, activation paradigms, and processing methods are integrated such that novel, high-quality information can be obtained. Examples include the extraction of information such as activation onset latency, metabolic rate, neuronal adaptation, vascular patency, vessel diameter, vigilance, and subvoxel activation. Experimental measures include time series latency, hemodynamic shape, MR phase, multivoxel patterns, ratios of activation-related R2* to R2, metabolic rate changes, fluctuation correlations and frequencies, changes in fluctuation correlations and frequencies over time, resting correlation states, echo time dependence, and more.