While we cannot eliminate resistance, managing resistance levels and sustaining the effectiveness of antibiotics is a goal we can reach. New tools are being developed right now, from new and better medicines to public education campaigns and stronger infection control practices. We can accelerate the development of promising tools and move toward a more sustainable approach to managing antibiotic effectiveness by keeping in mind two basic realities: 1. Both the supply and demand side of the antibiotic effectiveness equation matter; and 2. A policy that recognizes the role incentives play in determining the behavior of doctors, patients, drug manufacturers, and other key players will likely be more effective than regulation or information alone. Read more about promising solutions.