Public will--which effectively positions libraries as the critical educational, social, cultural, and recreational resource they so clearly are--goes beyond better promotion, clearer communication, or more partnerships to infect the people in a community with the bug to act on their notion that libraries are good and to turn belief into action. Too often, the urgencies of funding, driving attendance at programs, and meeting the day-to-day needs of a library mean a focus on the short term. Such efforts concentrate on changing public opinion for the near term. In contrast, public will--based strategies focus on long-term change built over time by engaging broad-based grass-roots support to influence individual, institutional, and social change. Shaping public will on any issue requires a multidimensional approach. In this article, the authors describe each of the five phases of public will building. They also highlight a case study that illustrates the work that occurs in that phase and the roles of organizers and the people affected, the audience.