In this chapter the purpose, rationale and organisation of the book are explained, along with an introduction to the key questions which are at stake. It begins by introducing the rural–urban happiness paradox as the impetus for assembling the volume, focusing on how the spatial differentiation between urban and rural places in measurements of well-being in the global North has puzzled researchers. From this point of departure, the chapter goes on to question the viability of retaining a binary view, where places and the people who inhabit them are designated either as urban or as rural. Instead, a different road forward is offered, wherein the messy realities of contemporary everyday life are liberated from such simplistic distinction in favour of an approach that retains the complexities that matter for human well-being. Following a brief account of more than a century of research on quality of life, the remainder of the chapter introduces the organisation of the volume by posing the key questions that animate each part. The chapter ends by returning to the key concern of the book: the (im)possibility of attaining rural well-being for all and the many difficult questions that this entails.