For every sip of drinking water you consume, an additional 99% is ‘dumb water’—processed drinking water flushed down toilets, used to wash clothes, dishes, and water lawns. Pauli Undesser calls for a bold shift: redirect the time, energy, and resources spent overprocessing ‘dumb water’ toward building an innovative, reimagined future for public health and water infrastructure. It’s time we ask the question that will kickstart action … CEO of the Water Quality Association Pauli Undesser is adept in driving innovation and transformation. She achieves success by making an impact and increasing influence. In the US water segment and as CEO of the Water Quality Association, she is a well-respected thought leader spanning two decades of experience by leading technical and regulatory analysis of water treatment technologies, standards, codes, and regulations in support of programs and services in the U.S., Canadian and International (EU, China, India, South Korea) regions. With an academic and applied background in three fields of science, Pauli is classically trained to explore and share ideas that challenge conventional thinking. This talk was given at a TEDx event using the TED conference format but independently organized by a local community. Learn more at https://www.ted.com/tedx