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This paper explores some of the forces that are driving many water utilities to address their competitiveness. It will present some current trends and market drivers in the water industry that are forcing decision makers to explore if there are better alternatives. A discussion of the issues to address to determine if your utility has a need to improve its competitiveness is also presented. A Competitive Survey has been included to allow the audience to gauge if their utilities have a competitive strategy. Some measures to consider that may assist utilities in an effort to become competitive are given.