Too many of our brothers and sisters in the fire service are dying in the line of duty while fighting fire in the wildland environment. Data suggests wildland firefighters die at a higher rate than those involved in structural fire response, and the emotional, social and fiscal costs of wildland firefighter death, accident, and injury weighs heavily on each of us. These costs have generation-long impacts that are too devastating to simply absorb as “the price of doing business.” Unless we choose to change the ways in which we operate, too many wildland firefighters will continue to die in preventable incidents. We need change – positive change. We need to improve our strategies, tactics, and human factors training in wildland fire so more of us live long and healthy lives after engaging.