This introductory chapter presents the aims and focus of this book: to explore current encounters between citizens and welfare staff and to investigate the effects of principles from the bureaucracy, values from the market and norms from the field of psychology on these welfare encounters. Such norms and principles are understood as immensely powerful, as they urge the use of specific resources/capitals, are agenda setting, and may even be attractive for both the welfare professionals and the citizens. The chapter briefly introduces its key theoretical concepts (‘welfare state’, ‘power’, and ‘professions’) before discussing relevant developments in current welfare states such as The Third Way, the move from government to governance, etc. and how these impact the welfare encounter.