Who among the many researchers is most likely to usher in a new era of scientific breakthroughs? This question is of critical importance to universities, funding agencies, as well as scientists who must compete under great pressure for limited amounts of research money. Citations are the current primary means of evaluating one’s scientific productivity and impact, and while often helpful, there is growing concern over the use of excessive self-citations to help build sustainable careers in science. Incorporating superfluous self-citations in one’s writings requires little effort, receives virtually no penalty, and can boost, albeit artificially, scholarly impact and visibility, which are both necessary for moving up the academic ladder. Such behavior is likely to increase, given the recent explosive rise in popularity of web-based citation analysis tools (Web of Science, Google Scholar, Scopus, and Altmetric) that rank research performance. Here, we argue for new metrics centered on transparency to help curb this form of self-promotion that, if left unchecked, can have a negative impact on the scientific workforce, the way that we publish new knowledge, and ultimately the course of scientific advance. View Full-Text