Ranching and livestock production on rangelands provide food and fiber concurrently with other ecosystem services such as wildlife habitat, clean air and water, carbon sequestration, cultural resources, recreational opportunities and scenic vistas. However, an implicit “wicked challenge” is the lack of mechanisms to effectively value ecological services to reward ranchers and landowners for their conservation. A desire to conserve rangelands and enhance ecological values has brought together individuals of otherwise disparate views. Using whole landscapes to provide ecosystems services and economic viability has turned charismatic environmentalists into ranching advocates and ranchers into conservation activists. This is adapted from a recording of the Society for Range Management's 2021 annual meeting plenary session on Feb 15.