"What did our membership look like on January 15th of this year? How many customers were active last year at this time? How many are active today? We must run a trade-show day-only coupon from 8 am to 5 pm next week!" These are real-world questions for a developer and data modeler. They are all easily answered using a Temporal Data Model. A Temporal entity changes over time, and business processes require the history and future of the item to be queried with ease. The following tech talk will provide a real-world use case and present the simplicity and power of temporally designed entities using SQL. You will despise "Start Date" and "End Date" after this talk.