Deciding now what we want to be tomorrow as a key way of speeding the water business change

Normally, in every industrial context strategic decisions design the business expected evolution. Fine tuned balances between customer needs and resources' expected reward have to be pursued when economically evaluating how designed strategies impact on the Water Utilities' competitive position. With such a purpose, strategies have to care for both the economic value produced for the stakeholders and the options and actions required. Evaluating dimensional strategies' effectiveness in qualitative terms of market appraisal rather than in quantitative terms of growing bargaining power seems to be the best model to assess profitability and sustainability of designed strategies. Moreover, particular aspects affect the water business and need to be carefully considered when designing well-defined strategies aiming at speeding the required change. What efficiency is and then how to measure it is thus the major challenge for water managers.