This article discusses the need for management within the water utilities that recognizes the economics involved in the water industry and makes use of technologic developments to solve the problems of local water shortages. The growing need for top‐level water works men has been recognized by AWWA, as evidenced by the programs and management seminars sponsored by AWWA to develop managers. The article also discusses the need for greater public awareness of the growing costs of providing high quality water to the public where it wants it, when it wants it, and in the quantity it wants.