Preventing crisis is in part a matter of continuing to ensure adequate water supply. Investment in advanced technologies for water production, treatment, and reuse is a feasible route for some countries, particularly wealthy ones. On the demand side, countries must impose comprehensive water pricing systems and offer incentives for responsible use. In all countries, it will be crucial to change the perceptions of ordinary people about water and appropriate uses for it. If water appears to be a free resource, it will continue to be treated as an inexhaustible one.