Promoting innovation in the water industry is challenging under the best of circumstances because of constraints related to public health protection, environmental concerns, political pressure, and financial limitations. Everyone is affected by water, so there are many voices straining to be heard, making it difficult to discern the whispers of progress above the din of modern society's demands. Like other industries that combine significant public and private concerns, the water industry needs fresh ideas to progress, and realizing the industry's inherent conservatism, water professionals have made concerted efforts over the past several years to promote new ideas, products, and perspectives on water systems. In an environment that isn't particularly enabling, then, it's a shame when we construct artificial barriers to innovative thinking. For example, there's an all-too-common perspective that all of the water that exists on Earth is all that has ever been and all that ever will be. But it's not true that every water molecule on the planet has existed for billions of years. There are hundreds of chemical reactions that produce new water molecules, including respiration, combustion, and chemical formation and destruction. Water itself is a dynamic molecule, exchanging protons or losing them altogether at rates too fast for the human mind to comprehend except in bulk quantities. The formula of two H's and one O sounds simplistic, but this molecule is more wonderfully complex than it's given credit for. The spirit of the water industry is can-do, and as we focus on challenges like long-term sustainability and equitable funding, it's important to also challenge seemingly basic assumptions. Often our understanding of water systems only becomes clear after spending years in the trenches, so to speak, and during that time, one's questioning perspective can break down in the face of traditional approaches. In fact, the water industry—like others focused on quality—tends to try to avoid outliers and minimize variance wherever possible, which can ultimately reinforce the status quo. We are products of our experience, and it's easy to appreciate how success reinforces conventional know-how. Unfortunately, success in core functions can breed complacency, and too often practicality seems to limit possibility. One way to overcome this is to engage with outside perspectives and consult with those in unrelated areas for insight. Especially in our efforts to tackle multifaceted issues like water scarcity and climate change adaptation, there are opportunities to collaborate with nontraditional disciplines and experts who might have “crazy” ideas that ultimately spark a water professional's imagination. Despite the barriers and restrictions, try to keep in mind that what's not feasible today may be easily accomplished tomorrow, and that we need to invest more in research and development to explore what might be. This month's Journal AWWA includes articles on evolving technologies that can provide real solutions, with topics revolving around the theme of “Big Data, Big Improvements.” Specific feature articles discuss using data to drive asset reliability, water conservation and efficient water rates, analysis of pressure transients, and much more. Please consider submitting your experiences to share with water professionals across the globe by writing me at [email protected].