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A complex array of socio-historical, demographic, and organizational factors have combined in recent years to threaten both the current status of and future prospects for the discipline of rural sociology, and for the Rural Sociological Society (RSS). This paper examines the somewhat problematic recent trajectories of the RSS as a professional organization and of rural sociology more generally and notes a degree of disciplinary and organizational inertia that have limited the pursuit of new directions. It also presents a discussion of selected factors that have contributed to these concerns, including both "external" factors that are largely beyond the organizational reach of RSS and "internal" factors that are more directly linked to organizational characteristics and actions. Drawing upon the distinctions between "red ocean" and "blue ocean" strategies outlined by market strategists Kim and Mauborgne, the discussion then shifts to a focus on action alternatives that, if pursued, could help to create an expanded set of opportunities and a brighter future for rural sociology, and for the Rural Sociological Society. [ABSTRACT FROM AUTHOR]