A look at how utilities can use different messaging to communicate the fact that water is worth paying for. Behaviorists have long been tasked by the corporate world to provide an understanding of how humans process data. Now you can harness these tools to Burnibenefit your utility"s performance. Accessible, pointed, and commonsense, marketing expert Melanie Goetz offers her take on what"s possible for your utility with these tools. Managers have the opportunity to pause, think, and learn from the many utility and corporate success stories (and a few mistakes) included. Behavioral economics, marketing, neurology--and partnering with other utilities--can yield measurable results for your utility. Drawing on research and interviews, Goetz draws on inspirational examples of unsung industry heroes who had overcome seemingly intractable challenges, individuals who diverged from long-established norms and found successes great and small in the positive behavioral changes that resulted. Consumers have come to almost universally undervalue water. It should be free, like the air we breathe. From the largest of utilities to the smallest, it"s our job to recapture the very accurate perception that the guarantee of a pure and plentiful supply of water is a precious human right--one well worth paying a reasonable and justifiable price for.