What is less well documented is how this is going to happen. By and large, not enough has been done to understand the obstacles to water-using industries addressing scarcity, water quality, ecosystem health and water equity issues, or the incentives that might encourage their participation. Isolated examples of collaboration between industry, water agencies, government, and other stakeholders can receive considerable attention but really only highlight the extent to which these parties normally work independently of one another. Despite the urgent need for change, water professionals largely continue to employ the same approaches, despite demand for water growing beyond supply in some regions and population growth, industrialization, urbanization, changing consumption patterns, and climate change creating new challenges. In this chapter, I argue that change needs to start with the attitudes of water professionals, who must encourage industry customers to participate in solving water problems through the development and celebration of new forms of collaboration. In short, so long as water professionals accept responsibility for solving industry's water problems, they will perpetuate the traditional agency relationship between utilities and customers, reinforcing industry's attitude that water is 'someone else's responsibility.' To start the change process, there is a need to look at the attitudes and culture of the water industryincluding how water professionals are trained, recognized, and rewardedto understand how these