The development of aberration-corrected electron microscopy, which allows individual atom imaging with unprecedented precision, was recognised by the 2011 Wolf Prize in Physics. However, only a very limited amount of the wealth of information obtainable from such microscopes is currently exploited. By collecting a maximal data set of electrons scattered in manifold different ways and using the fundamental theory of electron-specimen interaction we have established, we will realise the huge potential of this untapped data. This will improve the utility of scanning transmission electron microscopy far beyond its current level. Applying these new techniques will expand our understanding of the structure and function of advanced materials.