Current approaches to some of our most pressing public health problems—voluntary cooperation with business and requiring companies to change how they operate—are not moving us effectively or efficiently in the socially desired direction. Let’s instead call for businesses themselves to figure out how to improve public health outcomes through a promising new regulatory approach: performance based regulation. This will enable the most innovative and nimble aspects of private enterprises to be called in. Through performance based regulation, the government tells businesses what outcomes it wants from them and leaves them to work out the best ways of attaining those regulatory targets.