The article discusses the importance of integrating ecosystem services into decision-making processes to promote conservation and sustainable development. It highlights the need for a conceptual framework and strategic plan to realize the potential of ecosystem services, drawing on examples from Hawaii. The Natural Capital Project is developing practical tools, such as InVEST, to quantify ecosystem services under different scenarios. The article emphasizes the importance of understanding ecosystem production functions and integrating research into policy and institutional development. It also stresses the need for explicit and systematic integration of ecosystem services into decision-making by individuals, corporations, and governments. The article outlines a framework that considers multiple services simultaneously, connecting scientific research with valuation and policy work to develop payment schemes and management actions. It also highlights the importance of institutional change to embed the values of natural capital in decision-making processes. The article discusses the challenges of incorporating ecosystem services into decision-making, including the need for better understanding of ecosystem functions, monitoring, and the development of effective policy and finance mechanisms. It also emphasizes the importance of interdisciplinary research and user-oriented approaches to valuing ecosystem services. The article concludes that making ecosystem services a central part of decision-making is essential for sustainable development and the long-term well-being of society.The article discusses the importance of integrating ecosystem services into decision-making processes to promote conservation and sustainable development. It highlights the need for a conceptual framework and strategic plan to realize the potential of ecosystem services, drawing on examples from Hawaii. The Natural Capital Project is developing practical tools, such as InVEST, to quantify ecosystem services under different scenarios. The article emphasizes the importance of understanding ecosystem production functions and integrating research into policy and institutional development. It also stresses the need for explicit and systematic integration of ecosystem services into decision-making by individuals, corporations, and governments. The article outlines a framework that considers multiple services simultaneously, connecting scientific research with valuation and policy work to develop payment schemes and management actions. It also highlights the importance of institutional change to embed the values of natural capital in decision-making processes. The article discusses the challenges of incorporating ecosystem services into decision-making, including the need for better understanding of ecosystem functions, monitoring, and the development of effective policy and finance mechanisms. It also emphasizes the importance of interdisciplinary research and user-oriented approaches to valuing ecosystem services. The article concludes that making ecosystem services a central part of decision-making is essential for sustainable development and the long-term well-being of society.