A central tool in the construction of moduli spaces throughout algebraic geometry and beyond, geometric invariant theory (GIT) aims to sensibly answer the question, "How can we quotient an algebraic variety by a group action?" In this talk I will explain some basics of GIT and indicate how it can be used to build moduli spaces, before exploring one of its salient features: the non-canonicity of the quotient. I will show how the dependence on an additional parameter, a choice of so-called 'linearisation', leads to a rich 'wall crossing' picture, giving different interrelated models of the quotient. Time permitting, I will also speak about recent developments in non-reductive GIT, and joint work extending this dependence to the non-reductive setting.
