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The Big third brilliantly explores our strange and complex relationship to water We delight in watching waves roll in from the ocean; we take great comfort from sliding into a hot bath; and we will pay a thousand times the price of tap water to drink our preferred brand of the bottled Version. We love water-but at the moment, we don 't apply it or respect it. Just as we 've begun to reimagine our relationship to food, a change that is driving the growth of the organic and local food movements, we must also rethink how we approach and use water. The good news is that we can As Fishman shows, a host of advancements are under way, from the simplicity of harvesting rainwater to the brilliant innovations devised by companies such as IBM, GE, and Royal Caribbean that are making impressive breakthroughs in water production. Knowing what to do is not the problem. Finally, the hardest part is changing our water consciousness. As Charles Fishman writes, Many civilizations have been crippled or destroyed by an inability to understand water or manage it. We have a huge advance over the generations of people who have come before us, because we can understand water and we can use it smartly. The Big third will forever change the way we think about water, about our essential relationship to it, and about the creativity we can bring to ensuring that we 'll always have plenty of it.