The article discusses the importance of valuing ecosystem services in decision-making to promote conservation and human well-being. It highlights the need for a conceptual framework and strategic plan to integrate natural capital into resource and land-use decisions on a large scale. The authors propose a framework that considers multiple services simultaneously and connects scientific research with policy and institutional design. They emphasize the importance of advancing ecosystem service science, integrating it into decision-making processes, and developing practical tools like InVEST (Integrated Valuation of Ecosystem Services and Tradeoffs) to quantify and map ecosystem services. The article also draws on examples from Hawaii to illustrate the challenges and opportunities in incorporating ecosystem services into decision-making. It concludes by outlining the need for institutional changes and social norms that recognize the value of natural capital, and suggests that effective implementation requires a multi-pronged approach involving financial incentives, cultural education, and participatory conservation efforts.The article discusses the importance of valuing ecosystem services in decision-making to promote conservation and human well-being. It highlights the need for a conceptual framework and strategic plan to integrate natural capital into resource and land-use decisions on a large scale. The authors propose a framework that considers multiple services simultaneously and connects scientific research with policy and institutional design. They emphasize the importance of advancing ecosystem service science, integrating it into decision-making processes, and developing practical tools like InVEST (Integrated Valuation of Ecosystem Services and Tradeoffs) to quantify and map ecosystem services. The article also draws on examples from Hawaii to illustrate the challenges and opportunities in incorporating ecosystem services into decision-making. It concludes by outlining the need for institutional changes and social norms that recognize the value of natural capital, and suggests that effective implementation requires a multi-pronged approach involving financial incentives, cultural education, and participatory conservation efforts.