Incentive-based solutions offer significant hope for addressing the myriad environmental challenges facing the world’s oceans – that’s the central message a leading marine ecologist delivered during a presentation at the annual meeting of the American Association for the Advancement of Science in Boston. Jane Lubchenco, a distinguished professor in the Oregon State University College of Science, shared lessons from around the world about ways “to use the ocean without using it up” as nations look to the ocean for new economic opportunities, food security or poverty alleviation. Lubchenco and her collaborators note that the world’s oceans are the main source of protein production for 3 billion people; are directly or indirectly responsible for the employment of more than 200 million people; and contribute $270 billion to the planet’s gross domestic product.