How to Get People to Pitch In

And what about norms? Innovative companies and public utilities are already on the case. A San Francisco-based firm, WaterSmart Software, sends mailers that allow homeowners to compare their water use to their neighbors’.

Silicon Valley’s Water Conservation Conundrum

One example of a classic Silicon Valley startup that is growing quickly is WaterSmart, a San Francisco-based startup that marries the social networking reach of the Internet to the conservation needs of water utilities to change consumer behavior and to detect leaks.

Water’s Scarcity Spells Opportunity for Entrepreneurs