Abstract
As informatics becomes embedded in the scientific method, workload shifts from the user to the provider of data and information services and systems. Yet there is little incentive for research scientists to devote time to data management and system development. Our reward system can be adjusted to encourage responsible data management and open access practices, as well as motivate people to develop systems and services for the common good. At the same time, the status and professional infrastructure for those engaged in informatics needs to match traditional scientific and technical disciplines and create an attractive, competitive career path. Five readily achievable steps can be taken to redress these imbalances.