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A bstract Discriminating between quark- and gluon-initiated jets has long been a central focus of jet substructure, leading to the introduction of numerous observables and calculations to high perturbative accuracy. At the same time, there have been many attempts to fully exploit the jet radiation pattern using tools from statistics and machine learning. We propose a new approach that combines a deep analytic understanding of jet substructure with the optimality promised by machine learning and statistics. After specifying an approximation to the full emission phase space, we show how to construct the optimal observable for a given classification task. This procedure is demonstrated for the case of quark and gluons jets, where we show how to systematically capture sub-eikonal corrections in the splitting functions, and prove that linear combinations of weighted multiplicity is the optimal observable. In addition to providing a new and powerful framework for systematically improving jet substructure observables, we demonstrate the performance of several quark versus gluon jet tagging observables in parton-level Monte Carlo simulations, and find that they perform at or near the level of a deep neural network classifier. Combined with the rapid recent progress in the development of higher order parton showers, we believe that our approach provides a basis for systematically exploiting subleading effects in jet substructure analyses at the Large Hadron Collider (LHC) and beyond.