Despite the field's growth, development, and maturity, in many ways the typical psychologist in the schools in little better off than a quarter century ago. Presently school psychology positions rest primarily on the shaky bedrock of financial and legislative considerations rather than perceived need. Following marketing strategies can enhance the indispensability of school psychologist by taking on two challenges. The first way is by convincing the public that psychological products are of value relative to the cost, particularly relative to the cost of not having services such as school-based prevention of crime and substance abuse. The second challenge is to convince the public that we should be the exclusive "distributor" of these services as compared to another profession. Four key recommendations relative to these challenges are: (1) to "downsize" school psychology's definition to make it more focused and narrow reflecting most needed services; (2) a call for psychology to look at the general effectiveness of "products and services" and question whether they work; (3) to market school psychology so that people know what it is and what school psychologists do in such a way that the message sticks; and (4) to enhance networking and development of community contacts. (JBJ)