This is Rudbeckia (or Brown-Eyed Susan). I admit that I cheated and bought a few for our yard, even though I had vowed not to get any more plants. I was looking them up on the internet, and found a site that referred to the leaves as "hairy, itchy, and generally not one of this plant's best features". I disagree. The soft leaves and petals are what makes this such a fun and interesting flower to photograph.